Examining the Relationship between Marketing Capability and Innovation

The need for organizations to innovate comes from increasing competitionand customer demands and new market areas. In today’s complex and turbulentenvironment the need for innovation in products and processes is widelyrecognised. For firms competing in a global market place, innovations play anincreasingly vital role in achieving superior performance. Marketing capabilityis considered to be an important factor to innovation and enhance competitiveadvantage of firms. The present paper intended to study the relationshipbetween marketing capability and innovation. The study was conductedthrough descriptive-applied method and standard questionnaire was toolof data collection. The statistical population included 80 managers of stoneand mining industry in Isfahan that among whom 70 persons were studied asresearch sample using Cochran formula. The results revealed that there is apositive and significant relationship between marketing capability andinnovation

Keywords:

Capability , marketing capability , innovation