Volume 14 Issue 1 2018


Khawar Naheed
Assistant Professor; Bahauddin Zakariya University, Multan, Pakistan.

Muhammad Sadiq Shahid (corresponding author)
Assistant Professor, Bahauddin Zakariya University, Multan.

Muhammad Aamir
Bahauddin Zakariya University, Multan.

Badar Latif
Research Scholar; Department of Commerce B. Z University, Multan.

Abstract Innovation strategy and market orientation are vital for firm performance and competitive advantage. The survival of organizations dependent on its innovation strategies regarding the product, process, and technological development, and market orientation to increase firm performance. Innovation strategies. Market orientation helps in giving direction to the organization by providing superior value to the customers. The market orientation from an organization perspective makes the customer the focal point that influences its performance. The main objectives of this study are; to examine the direct relationship between market orientation and firm performance and examine the indirect relationship of innovation strategies (mediation) between market orientation and firm performance. Using the quantitative technique, this study collected questionnaires from 240 employees and managers working in corporate excellence awarded organizations. The data was analyzed in SPSS and PLS-SEM for analysis. The results indicated that market orientation has a direct relationship with firm performance. The results also confirmed the indirect effect of innovation strategies between market orientation and firm performance. This indirect effect indicated that innovation strategies partially mediate between market orientation and firm performance. The finding of this study suggests that the corporate sector top managers and policymakers should adopt and implement the innovation strategy for long-term success and gain superior performance.
Keywords Innovation strategy, Firm performance, Market orientation
Year 2018
Volume 14
Issue 1
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification M31, M39, O00, O32
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 129-142
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