INFLUENCE OF MARKETING CAPACITY OF A COMPANY ON INNOVATION PRODUCTIVITY AND ITS ABILITY FOR STRATEGIC INTEGRATION
Keywords:
marketing capacity, product development, innovation productivity, coinnovations, value co-creation, strategic integration, marketing competencies.Abstract
The article examines the problems of interconnection between marketing and innovation activity of companies under conditions of growing co-innovations – which are new products developed by several partner companies, including final consumers. Growing number of partners participating in the development and further market launch of innovations leads to the need of developing the competence of companies in the field of strategic integration with different types of partners, including the state and final customers. The author's model based on the results of analyzing relevant literature and which describes the impact of marketing potential on a company's ability in the field of strategic integration of partners and the effectiveness of innovations is tested in the article. The author synthesizes a scale for evaluating three constructs: the marketing potential (consisting of marketing competencies for managing market information and marketing analytics, product management, CRM, sales management and customer-oriented approach of organizational structure), the company's ability for strategic integration (consisting of abilities for internal integration, integration of external partners, integration of suppliers, integration of customers), and the effectiveness of the process of new product development (consisting of a financial sustainability, market stability and technological competence). According to a survey of 262 responding companies, the author proves that a company’s ability for strategic integration is a mediator of marketing potential’s influence on the effectiveness of innovations. The author also proves that the maximum impact on a company's financial sustainability is provided by internal integration and integration with suppliers, whereas on market stability – by relationship management and integration with customers. As for the growth of technological competence, it is influenced by integration with external partners, among which the main partner is the state.References
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