مشخصات مقاله:
عنوان فارسی مقاله:
جهت گیری استراتژیک، عملکرد نوآوری و تأثیر مداوم مدیریت بازاریابی
عنوان انگلیسی مقاله:
Strategic orientation, innovation performance and the moderating influence of marketing management
کلمات کلیدی مقاله:
عملکرد نوآوری، مدیریت بازاریابی، جهت گیری مشتری، جهت گیری فناوری
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
مدیریت استراتژیک – مدیریت عملکرد – بازاریابی – مدیریت فناوری اطلاعات
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Outline
Abstract
Keywords
۱٫ Introduction
۲٫ Theoretical framework and hypotheses
۳٫ Data and methods
۴٫ Results
۵٫ Conclusions and discussion
۶٫ Limitations and future research
References
قسمتی از مقاله انگلیسی:
Abstract
This research aims at exploring the relationship between a firm’s strategic orientation, marketing management in terms of marketing mix tactics, and innovation performance. We examine three types of strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this relationship. We test our hypotheses on a sample of 1603 French manufacturing firms and show that organizations with a combined customer/technology orientation outperform those with a customer or technology orientation alone. We also show that the moderating effect of marketing management in boosting innovation success is positive for all orientations, but greatest for organizations with a technology orientation. Finally, we find that the moderating effect of marketing management on the relationship between orientation and performance increases as more elements of the marketing mix are deployed simultaneously.
1. Introduction
The strategic orientation of firms has attracted widespread attention from scholars in marketing, management and innovation studies. Although distinct typologies and constructs for strategic orientations have been developed across different literature streams, the concept generally refers to “principles that direct and influence the activities of a firm and generate the behaviors intended to ensure its viability and performance” (Hakala, 2011, p. 199). At the heart of the concept is the orientation of firms to the identification, collection, and analysis of intelligence to create new knowledge within firms (Cacciolatti & Fearne, 2013; Morgan & Strong, 2003). Strategic orientation may therefore be considered a critical element of the innovation process. Evolutionary economics suggests, in fact, that new knowledge provides opportunities not only to advance new ideas along established trajectories but also to create new combinations of knowledge and generate new trajectories for innovation (Nelson & Winter, 1982).