THE EFFECT OF MARKETING INNOVATION ON BUSINESS COMPETITIVE STRATEGY (A STUDY IN INDUSTRIAL CLUSTER OF AUTO PARTS IN SEMNAN INDUSTRIAL PARKS)

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MALEKI MIN BASH REZGAH MORTEZA; KOHYARI HAGHIGHAT AMIN

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Title

THE EFFECT OF MARKETING INNOVATION ON BUSINESS COMPETITIVE STRATEGY (A STUDY IN INDUSTRIAL CLUSTER OF AUTO PARTS IN SEMNAN INDUSTRIAL PARKS)

Author(s)

MALEKI MIN BASH REZGAH MORTEZA | KOHYARI HAGHIGHAT AMIN | Issue Writer Certificate

Keywords

MARKETING INNOVATIONQ1

DIFFERENTIATION COMPETITIVE ADVANTAGEQ1

COST LEADERSHIP COMPETITIVE ADVANTAGEQ1

FOCUS COMPETITIVE ADVANTAGEQ1

INDUSTRIAL CLUSTERQ2

Abstract

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.

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APA: Copy

MALEKI MIN BASH REZGAH, MORTEZA, & KOHYARI HAGHIGHAT, AMIN. (2016). THE EFFECT OF MARKETING INNOVATION ON BUSINESS COMPETITIVE STRATEGY (A STUDY IN INDUSTRIAL CLUSTER OF AUTO PARTS IN SEMNAN INDUSTRIAL PARKS). JOURNAL OF INNOVATION AND ENTERPRENEURSHIP, 5(9 ), 123-135. SID. https://sid.ir/paper/260426/en

Vancouver: Copy

MALEKI MIN BASH REZGAH MORTEZA, KOHYARI HAGHIGHAT AMIN. THE EFFECT OF MARKETING INNOVATION ON BUSINESS COMPETITIVE STRATEGY (A STUDY IN INDUSTRIAL CLUSTER OF AUTO PARTS IN SEMNAN INDUSTRIAL PARKS). JOURNAL OF INNOVATION AND ENTERPRENEURSHIP[Internet]. 2016;5(9 ):123-135. Available from: https://sid.ir/paper/260426/en

IEEE: Copy

MORTEZA MALEKI MIN BASH REZGAH, and AMIN KOHYARI HAGHIGHAT, “THE EFFECT OF MARKETING INNOVATION ON BUSINESS COMPETITIVE STRATEGY (A STUDY IN INDUSTRIAL CLUSTER OF AUTO PARTS IN SEMNAN INDUSTRIAL PARKS),” JOURNAL OF INNOVATION AND ENTERPRENEURSHIP, vol. 5, no. 9 , pp. 123–135, 2016, [Online]. Available: https://sid.ir/paper/260426/en

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