Title: The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance

Authors: Tatiane Cristina Pscheidt-Gieseler; Simone Regina Didonet; Ana Maria Machado Toaldo; Tomas Sparano Martins

Addresses: School of Business Management, Universidade Federal do Paraná, Av. Lothário Meissner, 632, 2nd Floor, Jardim Botânico 80210-170, Curitiba, Paraná, Brazil ' School of Business Management, Universidade Federal do Paraná, Av. Lothário Meissner, 632, 2nd Floor, Jardim Botânico 80210-170, Curitiba, Paraná, Brazil ' School of Business Management, Universidade Federal do Paraná, Av. Lothário Meissner, 632, 2nd Floor, Jardim Botânico 80210-170, Curitiba, Paraná, Brazil ' School of Business Management, Universidade Federal do Paraná, Av. Lothário Meissner, 632, 2nd Floor, Jardim Botânico 80210-170, Curitiba, Paraná, Brazil

Abstract: This study aims to analyse the influence of innovation orientation on architectural marketing capabilities and the impact on innovation performance. These capabilities are considered through its two dimensions: strategic market planning and marketing strategy implementation capabilities. The research outcomes allow concluding that innovation orientation positively influences innovation performance and both architectural marketing capabilities dimensions. However, the two of them are not related to innovation performance, neither have they mediated the relation between innovation orientation and innovation performance. Therefore, results indicate that marketing capabilities may not contribute to isolate company performance.

Keywords: architectural marketing capabilities; strategic market planning capability; innovation orientation; innovation performance; marketing strategy implementation capability.

DOI: 10.1504/IJBIR.2018.089749

International Journal of Business Innovation and Research, 2018 Vol.15 No.3, pp.277 - 300

Received: 06 Feb 2016
Accepted: 20 Jul 2016
Published online: 09 Feb 2018 *

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