The Effect of Marketing, Product, Process, and Organizational Innovations on the Marketing Performance

Abstract

Innovation plays a vital role in increasing a company’s performance, market profits, and sales growth. The types of innovation within a company also vary; there are at least four known types of innovation – marketing innovation, product or service innovation, process innovation, and organizational innovation. The purpose of this study was to examine the role of innovation in a company’s growth. The samples used were 127 customers of a company. Primary data were collected using a Likert scale and secondary data through interviews. The technique used for data analysis was Structural Equation Modeling (SEM) which is operated using the AMOS application program. The hypotheses of this research were: H1: Marketing innovation influences innovation performance; H2: Product or service innovation influences innovation performance; H3: Process innovation influences innovation performance; H4: Organizational innovation influences innovation performance; and H5: Performance innovation has an influence on marketing performance. The results of this study indicated that marketing innovation, product innovation, organizational innovation, and innovation performance have a positive and significant effect on marketing performance. Keywords: marketing innovation, product innovation, process innovation, organizational innovation, innovation performance, marketing performance