Cultivating Success: The Interplay of Innovation Marketing, Marketing Orientation and Internal Strategies on Organization Performance in Pakistan
DOI:
https://doi.org/10.14738/assrj.113.16756Keywords:
Internal Marketing, Innovative Culture, Market Orientation, Innovative capability, PerformanceAbstract
This study's primary goal is to ascertain how innovative marketing and market-oriented internal marketing relate to one another and how this relationship affects performance in the mediating impact of innovative capability within Pakistan. To analyze the relationship between variables and accomplish the study's objective, 295 university student samples were used. The study's findings indicate that internal marketing plays a significant role in performance, meaning that an increase in internal marketing will improve an organization's performance. Innovative cultures have a big impact on how well an organization does; in Pakistan, any organization that has a strong creative culture will perform even better. Market orientation is also crucial for any organization. The study found that innovation is believed to have a mediating role in the relationship between market orientation and marketing performance.
References
Abdulai Mahmoud, M., & Yusif, B. (2012). Market orientation, learning orientation, and the performance of nonprofit organisations (NPOs). International Journal of Productivity and Performance Management, 61(6), 624-
Agarwal, S., Krishna Erramilli, M., & Dev, C. S. (2003). Market orientation and performance in service firms: role of innovation. Journal of Services Marketing, 17(1), 68-82.
Ahmed, P. K., & Rafiq, M. (2003). Internal marketing issues and challenges. European Journal of Marketing, 37(9),
Akande, O. O. (2011). Accounting skill as a performance factor for small businesses in Nigeria. Journal of emerging trends in economics and management sciences, 2(5), 372-378.
Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27(4), 411-427.
Baker, W. E., & Sinkula, J. M. (2002). Market orientation, learning orientation and product innovation: delving into the organization's black box. Journal of market-focused management, 5, 5-23.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Barney, J. B. (1986). Strategic factor markets: Expectations, luck, and business strategy. Management Science,
Barney, J. B. (1999). How a firm’s capabilities affect boundary decisions. MIT Sloan Management Review.
Barney, J. B. (2001). Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view. Journal of management, 27(6), 643-650.
Bayer, E., Tuli, K. R., & Skiera, B. (2017). Do disclosures of customer metrics lower investors’ and analysts’ uncertainty but hurt firm performance? Journal of marketing research, 54(2), 239-259.
Bhaskar, M. K., Riedinger, R., Machielse, B., Levonian, D. S., Nguyen, C. T., Knall, E. N., . . . Sukachev, D. D. (2020). Experimental demonstration of memory-enhanced quantum communication. Nature, 580(7801), 60-64.
Börjesson, S., & Elmquist, M. (2011). Developing innovation capabilities: a longitudinal study of a project at Volvo Cars. Creativity and Innovation Management, 20(3), 171-184.
Boso, N., Story, V. M., & Cadogan, J. W. (2013). Entrepreneurial orientation, market orientation, network ties, and performance: Study of entrepreneurial firms in a developing economy. Journal of business venturing, 28(6), 708-
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610.
Capon, N., Farley, J. U., & Hoenig, S. (1990). Determinants of financial performance: a meta-analysis. Management Science, 36(10), 1143-1159.
Carter, L., & Gray, D. (2007). Relational competence, internal market orientation and employee performance. The Marketing Review, 7(4), 385-400.
Cascio, W. F. (2006). The economic impact of employee behaviors on organizational performance. California management review, 48(4), 41-59.
Chaigassem, T., & Tunming, P. (2019). Tourist behaviors and needs corresponding to historical tourism management at Khao Phra Wihan National Park, Sisaket Province, Thailand. African Journal of Hospitality, Tourism and Leisure, 8(1), 1-17.
Charterina, J., & Landeta, J. (2013). Effects of knowledge-sharing routines and dyad-based investments on company innovation and performance: an empirical study of Spanish manufacturing companies. International Journal of Management, 30(1), 197.
Chenhall, R. H. (2005). Integrative strategic performance measurement systems, strategic alignment of manufacturing, learning and strategic outcomes: an exploratory study. Accounting, organizations and society,
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators. Academy of management journal, 34(3), 555-590.
Damanpour, F., & Evan, W. M. (1984). Organizational innovation and performance: the problem of" organizational lag". Administrative science quarterly, 392-409.
Darroch, J., & McNaughton, R. (2002). Examining the link between knowledge management practices and types of innovation. Journal of intellectual capital, 3(3), 210-222.
Daud, W. N. W., Remli, N., & Muhammad, H. (2013). Market orientation and performance: A study of takaful performance in Malaysia. Asian Social Science, 9(4), 240.
DeSarbo, W. S., Di Benedetto, C. A., & Song, M. (2007). A heterogeneous resource based view for exploring relationships between firm performance and capabilities. Journal of modelling in management, 2(2), 103-130.
Diamantopoulos, A., Siguaw, J. A., & Cadogan, J. W. (2000). Export peformance: The impact of cross-country export market orientation. Paper presented at the American Marketing Association. Conference Proceedings.
Dickson, P. R. (1996). The static and dynamic mechanics of competition: a comment on Hunt and Morgan's comparative advantage theory. Journal of marketing, 60(4), 102-106.
Dobni, C. B. (2008). Measuring innovation culture in organizations: The development of a generalized innovation culture construct using exploratory factor analysis. European journal of innovation management, 11(4), 539-559.
Dogbe, C. S. K., Tian, H., Pomegbe, W. W. K., Sarsah, S. A., & Otoo, C. O. A. (2020). Effect of network embeddedness on innovation performance of small and medium-sized enterprises: The moderating role of innovation openness. Journal of Strategy and Management, 13(2), 181-197.
Dwyer, T. (2022). Conceptualisations of market orientation in the higher education literature. Journal of Marketing for Higher Education, 1-23.
Eibe Sørensen, H., & Koed Madsen, T. (2012). Strategic orientations and export market success of manufacturing firms: The role of market portfolio diversity. International Marketing Review, 29(4), 424-441.
Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: what are they? Strategic management journal, 21(10‐11), 1105-1121.
El Garem, R. A. A., Fouad, A., & Mohamed, H. (2024). Factors associated with patient loyalty in private healthcare sector in Egypt. Journal of Humanities and Applied Social Sciences.
Fakhreddin, F., Foroudi, P., & Rasouli Ghahroudi, M. (2021). The bidirectional complementarity between market orientation and launch proficiency affecting new product performance. Journal of Product & Brand Management,
Fatonah, S., & Haryanto, A. (2022). Exploring market orientation, product innovation and competitive advantage to enhance the performance of SMEs under uncertain evens. Uncertain Supply Chain Management, 10(1), 161-
Foley, A., & Fahy, J. (2009). Seeing market orientation through a capabilities lens. European Journal of Marketing, 43(1/2), 13-20.
Fong, C.-M., & Chang, N.-J. (2012). The impact of green learning orientation on proactive environmental innovation capability and firm performance. African Journal of Business Management, 6(3), 727.
Forsman, H. (2009). Improving innovation capabilities of small enterprises: Cluster strategy as a tool. International Journal of Innovation Management, 13(02), 221-243. 317
Gao, G. Y., Murray, J. Y., Kotabe, M., & Lu, J. (2011). A “strategy tripod” perspective on export behaviors: Evidence from domestic and foreign firms based in an emerging economy The Future of Global Business (pp. 239-278): Routledge.
Gatignon, H., & Xuereb, J.-M. (1997). Strategic orientation of the firm and new product performance. Journal of marketing research, 34(1), 77-90.
Gebhardt, G. F., Carpenter, G. S., & Sherry Jr, J. F. (2006). Creating a market orientation: A longitudinal, multifirm, grounded analysis of cultural transformation. Journal of marketing, 70(4), 37-55.
Girotra, K., Terwiesch, C., & Ulrich, K. T. (2010). Idea generation and the quality of the best idea. Management Science, 56(4), 591-605.
Goksoy, A., Vayvay, O., & Ergeneli, N. (2013). Gaining competitive advantage through innovation strategies: an application in warehouse management processes. American Journal of Business and Management, 2(4), 304-321.
Gounaris, S. P. (2006). Internal-market orientation and its measurement. Journal of Business Research, 59(4),
Govindarajan, V., Kopalle, P. K., & Danneels, E. (2011). The effects of mainstream and emerging customer orientations on radical and disruptive innovations. Journal of Product Innovation Management, 28(s1), 121-132.
Grönroos, C. (2000). Creating a relationship dialogue: communication, interaction and value. The Marketing Review, 1(1), 5-14.
Grönroos, C., & Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs service-dominant logic. Managing service quality, 24(3), 206-229.
Guillen, F. J. R. (2023). The Completion of the Unfinished Work. Special Attention to the Intervention of Artificial Intelligence in the Creative Process. Revista Iberoamericana de la Propiedad Intelectual, 19, 37.
Gul, R. F., Liu, D., Jamil, K., Baig, S. A., Awan, F. H., & Liu, M. (2021). Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan. Fashion and Textiles, 8,
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414-433.
Hanifah, H., Halim, H. A., Ahmad, N. H., & Vafaei-Zadeh, A. (2020). Can internal factors improve innovation performance via innovation culture in SMEs? Benchmarking: An International Journal, 27(1), 382-405.
Hefferman, F., & Flood, T. (2000). Organization Theory: structure, design and applications: New Jersey: Prentice Hall Inc.
Hilman, H., & Kaliappen, N. (2015). Innovation strategies and performance: are they truly linked? World Journal of Entrepreneurship, Management and Sustainable Development, 11(1), 48-63.
Hobday, M. (1995). Innovation in East Asia. Books.
Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer's business strategy: Dimensions, antecedents, and performance outcomes. Journal of marketing, 66(4), 86-101.
Homburg, C., & Stock, R. M. (2004). The link between salespeople’s job satisfaction and customer satisfaction in a business-to-business context: A dyadic analysis. Journal of the Academy of Marketing Science, 32, 144-158.
Huang, Y.-C., Borazon, E. Q., & Liu, J.-M. (2021). Antecedents and consequences of green supply chain management in Taiwan's electric and electronic industry. Journal of Manufacturing Technology Management,
Hult, G. T. M., & Ketchen Jr, D. J. (2001). Does market orientation matter?: A test of the relationship between positional advantage and performance. Strategic management journal, 22(9), 899-906.
Hurley, R. F., & Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of marketing, 62(3), 42-54.
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48, 384-404.
Iyer, P., Davari, A., Srivastava, S., & Paswan, A. K. (2021). Market orientation, brand management processes and brand performance. Journal of Product & Brand Management, 30(2), 197-214.
Jansen, J. J., Vera, D., & Crossan, M. (2009). Strategic leadership for exploration and exploitation: The moderating role of environmental dynamism. The Leadership Quarterly, 20(1), 5-18.
Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: review, refinement, and roadmap. Journal of marketfocused management, 1, 119-135.
Jiménez-Jiménez, D., & Cegarra-Navarro, J. G. (2007). The performance effect of organizational learning and market orientation. Industrial marketing management, 36(6), 694-708.
Kafetzopoulos, D., & Psomas, E. (2015). The impact of innovation capability on the performance of manufacturing companies: The Greek case. Journal of Manufacturing Technology Management, 26(1), 104-130.
Kalmuk, G., & Acar, A. Z. (2015). The mediating role of organizational learning capability on the relationship between innovation and firm's performance: A conceptual framework. Procedia-Social and Behavioral Sciences, 210, 164-169.
Kanaan-Jebna, J., Alabdullah, T. T. Y., Ahmed, E. R., & Ayyasamy, R. K. (2022). Firm Performance and the Impact of Entrepreneurial Education and Entrepreneurial Competencies.
Kaplan, R. S., & Norton, D. P. (2001). The strategy-focused organization: How balanced scorecard companies thrive in the new business environment: Harvard Business Press.
Keskin, H. (2006). Market orientation, learning orientation, and innovation capabilities in SMEs: An extended model. European journal of innovation management, 9(4), 396-417.
Ketchen Jr, D. J., Hult, G. T. M., & Slater, S. F. (2007). Toward greater understanding of market orientation and the resource‐based view. Strategic management journal, 28(9), 961-964.
Khan, A. M., & Manopichetwattana, V. (1989). Innovative and noninnovative small firms: Types and characteristics. Management Science, 35(5), 597-606.
Khan, I., & Bashir, T. (2020). Market orientation, social entrepreneurial orientation, and organizational performance: The mediating role of learning orientation. Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies), 13(4), 673-703.
Kim, H. b., Gon Kim, W., & An, J. A. (2003). The effect of consumer‐based brand equity on firms’ financial performance. Journal of consumer marketing, 20(4), 335-351.
Kim, J., & Choi, S. O. (2020). The intensity of organizational change and the perception of organizational innovativeness; with discussion on open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 66.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of marketing, 69(2), 24-41.
Kocher, P.-Y., Kaudela-Baum, S., & Wolf, P. (2011). Enhancing organisational innovation capability through systemic action research: a case of a Swiss SME in the food industry. Systemic practice and action research, 24(1), Koen, P., Ajamian, G., Burkart, R., Clamen, A., Davidson, J., D'Amore, R., . . . Johnson, A. (2001). Providing clarity and a common language to the “fuzzy front end”. Research-Technology Management, 44(2), 46-55.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(2), 1-18.
Krasnikov, A., & Jayachandran, S. (2008). The relative impact of marketing, research-and-development, and operations capabilities on firm performance. Journal of marketing, 72(4), 1-11.
Kyrgidou, L. P., & Spyropoulou, S. (2013). Drivers and performance outcomes of innovativeness: An empirical study. British journal of management, 24(3), 281-298.
Lado, A. A., & Wilson, M. C. (1994). Human resource systems and sustained competitive advantage: A competency-based perspective. Academy of management review, 19(4), 699-727.
Lings, I. N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4),
Lings, I. N., & Greenley, G. E. (2005). Measuring internal market orientation. Journal of service research, 7(3), 290-
Liu, B. (2009). Some research problems in uncertainty theory. Journal of Uncertain systems, 3(1), 3-10.
Liu, F. H., Chen, L. J., & Tsou, H. T. (2019). Suppliers’ local network embeddedness and buyers’ joint innovation: mediating role of service innovation competence. International Marketing Review, 36(3), 342-364.
Lukas, B. A., & Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28(2), 239-247.
Lytle, R. S., & Timmerman, J. E. (2006). Service orientation and performance: an organizational perspective. Journal of Services Marketing, 20(2), 136-147.
MacKinnon, D. P., Warsi, G., & Dwyer, J. H. (1995). A simulation study of mediated effect measures. Multivariate behavioral research, 30(1), 41-62.
Mathafena, R. B., & Msimango-Galawe, J. (2023). Entrepreneurial orientation, market orientation and opportunity exploitation in driving business performance: moderating effect of interfunctional coordination. Journal of Entrepreneurship in Emerging Economies, 15(3), 538-565.
McDermott, C. M., & Prajogo, D. I. (2012). Service innovation and performance in SMEs. International Journal of Operations & Production Management, 32(2), 216-237.
Meyer, J. P., & Allen, N. J. (1997). Commitment in the workplace: Theory, research, and application: Sage publications.
Minai, M. S., & Lucky, E. O.-I. (2011). The moderating effect of location on small firm performance: Empirical evidence. International Journal of Business and Management, 6(10), 178.
Mohnen, P., & Hall, B. H. (2013). Innovation and productivity: An update. Eurasian Business Review, 3(1), 47-65.
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic management journal, 30(8), 909-920.
Morgan, T., & Anokhin, S. A. (2020). The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies. Journal of Business Research, 113,
Murray, J. Y., Gao, G. Y., Kotabe, M., & Zhou, N. (2007). Assessing measurement invariance of export market orientation: a study of Chinese and non-Chinese firms in China. Journal of International Marketing, 15(4), 41-62.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of marketing, 54(4), 20-35.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new‐product success. Journal of Product Innovation Management, 21(5), 334-347.
Ngo, Q.-H. (2021). The impact of market orientation on small businesses’ performance in Vietnam: The mediating effects of the management accounting system. Entrepreneurial Business and Economics Review, 9(3), 59-72.
Nijssen, E. J., Hillebrand, B., Vermeulen, P. A., & Kemp, R. G. (2006). Exploring product and service innovation similarities and differences. International journal of research in marketing, 23(3), 241-251.
Perez Lopez, S., Montes Peon, J. M., & Vazquez Ordas, C. J. (2005). Human resource practices, organizational learning and business performance. Human resource development international, 8(2), 147-164.
Permatasari, A., & Dhewanto, W. (2013). Business model innovation towards competitive advantage: Case study in Indonesian cosmetics and Herbal health companies. Information Management and Business Review, 5(8), 385-
Prahalad, C. K., & Hamel, G. (1994). Strategy as a field of study: Why search for a new paradigm? Strategic management journal, 15(S2), 5-16.
Preacher, K. J., & Hayes, A. F. (2008). Assessing mediation in communication research: The Sage sourcebook of advanced data analysis methods for communication ….
Racela, O. C., Chaikittisilpa, C., & Thoumrungroje, A. (2007). Market orientation, international business relationships and perceived export performance. International Marketing Review, 24(2), 144-163.
Racela, O. C., & Thoumrungroje, A. (2014). Export market orientation, interfirm communication, interfirm cooperation and export performance. International Journal of Management and Marketing Research, 7(1), 1-14.
Rosli, M. M., & Sidek, S. (2013). The Impact of innovation on the performance of small and medium manufacturing enterprises:: Evidence from Malaysia. Journal of Innovation Management in Small & Medium Enterprises, 2013, 1.
Ruefli, T. W., & Wiggins, R. R. (2005). Response to McGahan and Porter's commentary on ‘Industry, corporate and business‐segment effects and business performance: a non‐parametric approach’. Strategic management journal,
S. Kraft, P., & Bausch, A. (2016). How do transformational leaders promote exploratory and exploitative innovation? Examining the black box through MASEM. Journal of Product Innovation Management, 33(6), 687-
Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology,
Salavou, H., Baltas, G., & Lioukas, S. (2004). Organisational innovation in SMEs: the importance of strategic orientation and competitive structure. European Journal of Marketing, 38(9/10), 1091-1112.
Salim, I. M., & Sulaiman, M. (2011). Organizational learning, innovation and performance: A study of Malaysian small and medium sized enterprises. International Journal of Business and Management, 6(12), 118.
Sanz-Valle, R., & Jiménez-Jiménez, D. (2018). HRM and product innovation: does innovative work behaviour mediate that relationship? Management Decision, 56(6), 1417-1429.
Sasser, W. E., & Arbeit, S. P. (1976). Selling jobs in the service sector. Business horizons, 19(3), 61-65.
Schein, E. H. (2010). Organizational culture and leadership (Vol. 2): John Wiley & Sons.
Schneider, A., & Ingram, H. (1993). Social construction of target populations: Implications for politics and policy. American political science review, 87(2), 334-347.
Schulze, A., Townsend, J. D., & Talay, M. B. (2022). Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance. Industrial marketing management, 103,
Selart, M., & Johansen, S. T. (2011). Ethical decision making in organizations: The role of leadership stress. Journal of business ethics, 99, 129-143.
Shane, S. A., & Ulrich, K. T. (2004). 50th anniversary article: Technological innovation, product development, and entrepreneurship in management science. Management Science, 50(2), 133-144.
Shehu, A. M., & Mahmood, R. (2014). Influence of entrepreneurial orientation and business environment on small and medium firm performance: a pls approach. Advances in Management and Applied Economics, 4(4), 101.
Shoham, A., Rose, G. M., & Kropp, F. (2005). Market orientation and performance: a meta‐analysis. Marketing Intelligence & Planning, 23(5), 435-454.
Singh, H., & Mahmood, R. (2014). Combined effect of competitive and manufacturing strategies on export performance of small and medium enterprises in Malaysia. Global Journal of Management and Business Research-GJMBR-A, 14(1).
Singh, S. K., Gupta, S., Busso, D., & Kamboj, S. (2021). Top management knowledge value, knowledge sharing practices, open innovation and organizational performance. Journal of Business Research, 128, 788-798.
Slater, S. F., Olson, E. M., & Hult, G. T. M. (2006). The moderating influence of strategic orientation on the strategy formation capability–performance relationship. Strategic management journal, 27(12), 1221-1231.
Spanjol, J., Mühlmeier, S., & Tomczak, T. (2012). Strategic orientation and product innovation: Exploring a decompositional approach. Journal of Product Innovation Management, 29(6), 967-985.
Stannack, P. (1996). Purchasing power and supply chain management power—two different paradigms?—a response to Ramsay's ‘Purchasing power’(1995). European Journal of Purchasing & Supply Management, 2(1), 47-
Story, V. M., Boso, N., & Cadogan, J. W. (2015). The form of relationship between firm‐level product innovativeness and new product performance in developed and emerging markets. Journal of Product Innovation Management, 32(1), 45-64.
Sulistyo, H. (2016). Innovation capability of SMEs through entrepreneurship, marketing capability, relational capital and empowerment. Asia Pacific Management Review, 21(4), 196-203.
Suliyanto, S., & Rahab, R. (2012). The role of market orientation and learning orientation in improving innovativeness and performance of small and medium enterprises. Asian Social Science, 8(1), 134.
Sun, G., Tee, M., Al Mamun, A., & Salamah, A. A. (2021). Strategic Orientation, Service Innovation Capability and Financial Performance Among Chinese Service-Oriented SMEs. Paper presented at the International conference on business and technology.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic management journal, 18(7), 509-533.
Theodosiou, M., Kehagias, J., & Katsikea, E. (2012). Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial marketing management, 41(7), 1058-1070.
Thomya, W., & Saenchaiyathon, K. (2015). The effects of organizational culture and enterprise risk management on organizational performance: A conceptual framework. International Business Management, 9(2), 158-163.
Trkman, P., & McCormack, K. (2009). Supply chain risk in turbulent environments—A conceptual model for managing supply chain network risk. International Journal of Production Economics, 119(2), 247-258.
Tuan, N., Nhan, N., Giang, P., & Ngoc, N. (2016). The effects of innovation on firm performance of supporting industries in Hanoi, Vietnam. Journal of Industrial Engineering and Management, 9(2), 413-431.
Udriyah, U., Tham, J., & Azam, S. (2019). The effects of market orientation and innovation on competitive advantage and business performance of textile SMEs. Management Science Letters, 9(9), 1419-1428.
Vazifehdoost, H., Hooshmand, S., & Dehafarin, E. (2012). The effects of internal marketing and organizational commitment on bank’s success. International Journal of Business and Commerce, 1(9), 1-15.
Vera, D., & Rodriguez-Lopez, A. (2007). Lessons from the American Revolution. Organizational dynamics, 36(3),
Verhees, F. J., & Meulenberg, M. T. (2004). Market orientation, innovativeness, product innovation, and performance in small firms. Journal of Small Business Management, 42(2), 134-154.
von Koskull, C., & Fougère, M. (2011). Service development as practice: A rhetorical analysis of customer-related arguments in a service development project. Scandinavian Journal of Management, 27(2), 205-220.
von Koskull, C., & Strandvik, T. (2014). Discovering the unfolding of service innovations. Journal of business & industrial marketing, 29(2), 143-150.
Vorhies, D. W., Morgan, R. E., & Autry, C. W. (2009). Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance. Strategic management journal, 30(12),
Wang, C. L., & Ahmed, P. K. (2004). The development and validation of the organisational innovativeness construct using confirmatory factor analysis. European journal of innovation management, 7(4), 303-313.
Wolfe, R. A. (1994). Organizational innovation: Review, critique and suggested research directions. Journal of management studies, 31(3), 405-431.
Yadav, M. S., Prabhu, J. C., & Chandy, R. K. (2007). Managing the future: CEO attention and innovation outcomes. Journal of marketing, 71(4), 84-101.
Yu, W., Ramanathan, R., Wang, X., & Yang, J. (2018). Operations capability, productivity and business performance: The moderating effect of environmental dynamism. Industrial Management & Data Systems, 118(1),
Zhang, P., Cheng, H., Edwards, R. L., Chen, F., Wang, Y., Yang, X., . . . Liu, J. (2008). A test of climate, sun, and culture relationships from an 1810-year Chinese cave record. science, 322(5903), 940-942.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Kashif Saleem, Asifa Younas
This work is licensed under a Creative Commons Attribution 4.0 International License.
