IMPACT OF MARKET ORIENTATION ON FIRM PERFORMANCE; THE MEDIATING ROLE OF INNOVATION STRATEGIES IN EXCELLENCE AWARDED CORPORATE SECTOR
Download| Volume 14 Issue 1 2018 | |
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| Author(s): |
Khawar Naheed
Muhammad Sadiq Shahid (corresponding author)
Muhammad Aamir
Badar Latif
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| 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 |
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