Mendeley
TY  _  JOUR
ID  -  20200502365
TI  -  The Effect of Marketing Innovation on Business Competitive Strategy  (A Study in Industrial Cluster of Auto Parts in Semnan industrial Parks)
JO  -  Journal of Innovation and Value Creation
JA  -  ES
LA  -  fa
SN  -  2717-0454
AU  -  Maleki Minbashrazgah Morteza
AU  -   
AD  -  هیات علمی أانشگاه سمنان
AD  -  دانشگاه سمنان
Y1  -  2019
PY  -  2019
VL  -  9
IS  -  
SP  -  123
EP  -  136
KW  -  marketing innovation
KW  -   differentiation competitive advantage
KW  -   cost leadership competitive advantage
KW  -   focus competitive advantage
KW  -   industrial cluster
DO  -  
N2  -  Marketing innovative approach is one of the most important factors in determining the business competitive strategy. In this regard, the purpose of this study is to examine the relationship between marketing innovation and competitive strategies leading new solutions for enterprise management and competitive advantage. The statistical population of this study are senior marketing and sales managers of 84 companies producing auto parts in Semnan industrial parks; 56 questionnaires were returned to the researchers and were considered for data analysis. In order to test the hypotheses, structural equation modelling based on partial least square was used. Research findings indicate that a significant positive effect of marketing innovation on tow competitive strategies of differentiation as well as cost leadership. Yet, the effect of marketing innovation on focus competitive advantage was not supported.
UR  - rimag.ir/en/Article/365
L1  - rimag.ir/en/Article/Download/365
ER  -  
