Efficacy of Marketing in Innovation Processes

Kowo Solomon Akpoviroro, Akinbola Olufemi Amos


The responsibility for innovation management has dispersed among many innovation stakeholders reflecting the interwoven nature of contemporary innovation processes in Marketing. The objectives of the study was to ex-amine the relationship between INI (Internationalization networking & in-novativeness) and the Firm Performance, to determine the extent to which Marketing affect source of information in innovation processes and also to investigate the relationship between Market Orientation and Product Inno-
vativeness. This research employed survey research design. Primary method of data collection was used for this study which includes interview and ques-tionnaire tools to gather relevant data. 172 employees of ten multinational innovative firms were purposefully selected for the study. Sample size of 120 respondents was used to conduct the research. The researcher adopted Stra-tified sampling & Purposive sampling to select the respondents of the study. The cronbach Alpha was employed to assess the reliability of the data. The study made use of statistical tools which include: SPSS, analysis of variance (ANOVA), correlation efficient in testing hypotheses where applicable. The study found out that there exist a significance relationship between INI (In-ternationalization networking & innovativeness) and the Firm Performance. Also it was observed that there was a significant relationship between Mar-keting and source of information and innovation processes. The research has
shown that there is a significant relationship between Market Orientation and Product Innovativeness. From the result of findings it was also conclu-ded that technology platform based on using the communality principle in developing new products services and combining resources and capabilities would contribute to developing capabilities required to develop successfully integrated solutions. This empirical finding contributed to the literature of marketing innovation to develop successfully integrated solutions and thus foster solution innovation.

Palabras clave

Marketing; INI(Internationalization networking & innovative-ness); Firm Performance; Market Orientation; Product Innovativeness

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