The Effect of Innovation Culture on Market Performance by Explaining the Mediating Role of Innovation in Marketing

Innovation is one of the most important factors for success, company survival, and competitive advantage. An organization's innovative orientation without a strong and shared culture can hardly compete, drive innovation and enhance performance. Innovative corporate culture is the norm in all parts of the organization, the continuous development of production and application of new ideas. The purpose of this study is to investigate the impact of innovation culture on market performance by explaining the mediating role of innovation in marketing.To obtain a conceptual model, theories and models related to previous themes and research have been extensively investigated, and this research is practical in terms of purpose and terms of data collection, which is a descriptive-correlational. The statistical population of this study consisted of sales and marketing managers of industrial companies in Tehran province. According to Morgan table, 186 questionnaires were distributed and the response rate was 82% and 152 questionnaires were finally statistically analyzed. Reliability was confirmed by Cronbach's alpha coefficient and composite reliability (greater than 0.7). SPSS software was used for data analysis and descriptive statistics and PLS software was used for confirmatory factor analysis and structural equations.The results indicated a positive and causal relationship between research variables and showed that innovation culture had a positive impact on the innovation of marketing, and also that marketing innovation had a positive effect on market performance.

Keywords:

Culture of Innovation , Marketing Innovation , Market Performance.