The Effects Of Responsive And Proactive Market Orientations, Product Innovation Capabilities, And Innovativeness On New-Product And Business Performance
Serkan KILIÇ
Uludag University, Department of Business Administration
Özet
Anahtar Kelimeler: Pazar Yönelimlilik, Ürün İnovasyonu, Yapabilirlikler, Yenilikçilik, Yeni Ürün Performansı AbstractInnovation is one of the most important fields of study in the social sciences. Innovation contributes to businesses if they make new products or services available. However, to understand innovation according to the logic of developing new products for the market, it is essential to establish a relationship between innovation and marketing. Thus, the new-product innovation concept is examined in the study. The purpose of this study is to determine the effects of businesses' market orientation, innovativeness and product innovation capabilities on new-product and business performance. In the study, research was conducted among the 1000 largest businesses identified by the Istanbul Chamber of Industry each year based on net sales of products (Turkish Liras) and carrying out product innovations in Turkey. Analysis of the 154 participants demonstrated that responsive and proactive market orientations affect new-product performance with the mediators of radical and incremental product innovation capabilities and innovativeness and affect business performance with the mediator of new-product performance. In this context and taking into account these effects, marketing managers implement strategies that will improve their performance on the dimensions of market orientation and with the mediators of product innovation capabilities and innovativeness.
