An investigation of the connection between innovation culture and market performance considering product innovation and marketing

Subject Areas : Sustainable Development

somayeh safaei anaraki ¹ , Mohamadreza Dalvi ²

1 - M.A,, Department of Business Management, Dehaghan Branch, Islamic Azad University, Isfahan, Iran (Correspondence Officer)
2 - Associate Professor, Department of Management, Dehghan Branch, Islamic Azad University, Isfahan, Iran

Received: 2019-01-02 Accepted : 2019-05-12 Published : 2020-02-20

Keywords: "innovation culture", "marketing innovation", " product innovation", "market performance",

Abstract :

Innovation is becoming a key component of policy making which is the motive of new economy and also converts the ideas and knowledge into products and services. The concept of innovation in marketing enables us to identify the customers’ demands along with the changes of technology and meet their needs. In terms of data collection, this research is study of the relationship between innovation culture and market performance by considering prouduct innovation and marketingand a survey descriptive one of field type, and in terms of purpose, it is an applied one. In terms of the relationship between the variables, this research is a correlation one in which library studies and questionnaires are used for data collection. The research population consists of three levels of managers of Pegah dairy industries company of Isfahan and Bazargostar Pegah of district four. Sample size was determined by census. The professors’ opinions were asked to test the validity of the questionnaire. Reliability of the questionnaire was obtained as 93% by Cronbach’s alpha that suggests the high reliability and validity of the questionnaire. The performed studies were statistically analyzed by inferential methods and the hypotheses were tested by SPSS 22 software and all hypotheses have been confirmed. It is suggested for the companies to strengthen their performance through supporting creativities, innovations, and marketing innovation in forming the products and services, new processes, and new markets. Also, the thought “we are the best” should changed to the thought “we should always remain the best”.