A Study of the Effect of Technology & Marketing Strategies on Innovative Performance from the Standpoint of the Organizational Project Management (Case study: Home appliances manufacturing companies in Esfahan Province)

Abstract

In the present-day dynamic world, where the globalization process and the quick advances in technology have brought enormous changes into the marketplace, innovation is an important and critical factor for the organizations in order to create value and sustainable competitive advantage in today’s complex and changing environment; and more innovative organizations will be more successful in dealing with changing environments and in creating and developing novel capabilities which allow them to achieve a higher performance. This research, in terms of its purpose, is an applied and practical one; and in terms of nature and descriptive method is a survey. The statistical population include 84 managers (senior, marketing, technical and R&D) of the home appliances manufacturing companies in Esfahan Province. Since the population is limited no sampling is necessary. Thus, the whole population is studied. The data collection tool is research-made questionnaire the validity of which was obtained using the standpoints of specialists and scholars in management and the reliability was obtained with a Cronbach's alpha coefficient of 85%. The collected data were analyzed using SPSS and AMOS software programs through statistical tests at descriptive (frequency, percentage, accumulated percentage, average and standard deviation) and inferential (t-test, regression modeling, variance analysis, non- parametric Kolmogorov and Smirnov test, and Freedman non-parametric test) levels. According to the results obtained, all hypotheses were supported. Therefore, technology and marketing strategies have significant effect on innovative performance from the standpoint of the organizational project management.