Abstract
Purpose - The purpose of this study is to evaluate the effects of the technological innovation capabilities of companies carrying out R&D and innovation activities on product performance and marketing performance. Methodology - The main population of this study comprises a total of 4916 companies that carry out their activities within the body of 56 Technoparks in Turkey on April 2018. IBM SPSS 23 and IBM AMOS 23 package programs were used in the analysis. In the study, explanatory factor analysis, confirmatory factor analysis, and Structural Equation Modeling (SEM) analysis were performed to test the relationships in the proposed research model, respectively. Findings - As a result of the Structural Equation Modeling analysis, it was found that R&D capability has significant and positive effects on product performance and marketing performance over product performance; and the learning capability, marketing capability, and finally product performance directly on marketing performance. Originality/value - The main contribution of this study to the literature is that it not only explains the effects of some types of innovation on business performance but also deals with the relationship between innovation capabilities and business performance of companies in a more specific approach and reveals the effects of technological innovation capabilities on both product and marketing performance.
Highlights
In an environment where international competition is increasing with the effects of globalization, it is difficult to make a difference in the market, companies need continuous change and renewal to gain a competitive advantage and achieve sustainable success
The purpose of this study is to investigate the effects of the technological innovation capabilities of companies carrying out R&D and innovation activities on product performance and marketing performance within the scope of the proposed research model
The pilot test was conducted with 30 companies in order to test the understandability of the items in the questionnaire form and to identify possible deficiencies
Summary
In an environment where international competition is increasing with the effects of globalization, it is difficult to make a difference in the market, companies need continuous change and renewal to gain a competitive advantage and achieve sustainable success. In this period when consumption habits change rapidly, the number of substitute products increases, and the life span of products decreases, innovation activities become one of the most important sources of competitiveness of companies.
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