Marketing pioneering orientation as a mediator between operation management capability and firm’s innovation performance

Abstract

Purpose This study aims to examine the impact of operation management capability on firm’s innovation performance through the mediation of marketing pioneering orientation. Design/methodology/approach This study uses a quantitative method with data collected from questionnaires filled out by 189 managers of Israeli companies that operate in international markets. Based on the resource-based view and dynamic capabilities theories, this study developed and analysed the research model using SmartPLS 4 software. Findings The main findings show that operation management capability affects marketing pioneering orientation and firm’s innovation performance. Additionally, the findings reveal that marketing pioneering orientation serves as a partial mediator in the relationship between operation management capability and firm’s innovation performance. Research limitations/implications This study focuses on operation management capability and marketing pioneering orientation as two organisational characteristics that increase firm’s innovation performance. However, other organisational characteristics also can affect firm’s innovation performance. Future research could examine the effect of these characteristics on firm’s innovation performance. Practical implications Managers should strengthen their organisational capabilities with regard to operations management and a marketing pioneering orientation to enhance the firm’s innovation performance. Such an approach should provide the company with a competitive advantage over its rivals. Social implications Today, more customers are aware of the environment and are looking for greener products, packaging, recycling and logistics. Therefore, marketing PO might identify innovative and sustainable ways to improve organisations’ environmental performance by exploring new sustainable processes, modifying procedures and pursuing green supply chains. Originality/value The uniqueness of this study is in this study’s research model, which combines two disciplines from the research literature (logistics and marketing) and examines their effect on firm’s innovation performance.