Structural model of the impact of innovation culture on market performance with mediating role, marketing and product innovation in Tabriz auto parts manufacturing companies.
Subject Areas : marketing
yagub
akaber
1
(Department of Management, Maragheh Branch, Islamic Azad University, Maragheh, Iran.)
vahid
fattahi sarand
2
(Assistant Professor, Department of Management, Shebester Branch, Islamic Azad University, Shebester, Iran)
Jebreil
Marzi Alamdari
3
(Instructor, Department of Management, Islamic Azad University, Ares Branch, Hadishehr, Iran)
Keywords: Product innovation, market performance, Marketing Innovation, Culture Innovation,
Abstract :
The purpose of this research is the structural model of the impact of innovation culture on market performance with the mediating role of marketing innovation and product innovation in Tabriz auto parts manufacturing companies. The research method is descriptive-survey. The statistical population of the research included 190 managers of automobile parts manufacturing companies in Tabriz. The statistical sample was obtained using the table of Karjesi and Morgan 123. which was chosen randomly. In order to collect research data, a standard questionnaire was used. In this research, content validity was used to measure the validity of the questionnaire, and Cronbach's alpha coefficient was used to measure the reliability, and the validity and reliability of the questionnaire were confirmed. And in order to analyze the data while using descriptive statistics, structural path modeling was used based on partial least squares approach. The results of the research show that innovation culture has a positive and significant effect on market performance with the role of mediator, marketing and product innovation. Innovation culture has a positive and significant effect on marketing innovation and product innovation. Marketing innovation has a positive and significant effect on product innovation and market performance
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