Context

In this rapidly changing business environment, innovation is the key requirement to gain a sustained advantage over competitors. Innovation helps firms grow more quickly than others grow, survive in the harsh & highly competitive business environment, and eventually become a market leader.

Purpose

India is an emerging market, and many companies are entering here and making it highly competitive. The limited study is available to measure the effect of innovation in Indian Business. Thus, the study establishes a relationship between innovation and firm performance in the Indian setting.

Design/methodology/approach

This is a perception-based study and used established subjective scales to measure innovation and firm performance. I validated the scale using the measurement model in AMOS. The survey used to collect around 250 cross-sectional data from middle & higher management executives of Indian firms. Structural equation modeling in AMOS was used to test the hypothesis.

Findings

The results showed that product and marketing innovation has a significant and positive impact on the dimensions of firm performance. In contrast, Process innovation showed an indirect effect mediated through marketing innovation. These outcomes will be beneficial for the industries for taking proactive measures.

Originality/value

The examination of mediation relationships between Marketing innovation and Product & Process innovation is limited. Novelty also lies in analyzing the impact of multiple innovation types on multiple dimensions of firm performance in Indian firms to verify dynamic capability and mediating effect of marketing innovation in Indian demography to validate the signaling theory perspective. Rigor in research methods like Scale and sampling method verification test, i.e., CMB. Heteroscedasticity and Endogeneity test for applicability of OLS and verifying exogenous variables.

中文翻译：

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新兴市场中的创新维度和企业绩效协同效应：动态能力理论和信号理论的视角

语境

在这个瞬息万变的商业环境中，创新是获得持续竞争优势的关键条件。创新可以帮助公司以比其他公司更快的速度增长，在苛刻和竞争激烈的商业环境中生存，并最终成为市场领导者。

目的

印度是一个新兴市场，许多公司正在进入印度，使其具有很高的竞争力。这项有限的研究可用来衡量印度企业创新的效果。因此，该研究建立了印度环境下创新与企业绩效之间的关系。

设计/方法/方法

这是一项基于感知的研究，并使用已建立的主观量表来衡量创新和公司绩效。我使用AMOS中的测量模型验证了秤。该调查过去从印度公司的中高层管理人员那里收集了大约250个横截面数据。AMOS中的结构方程建模用于检验假设。

发现

结果表明，产品和营销创新对公司绩效的维度具有重大而积极的影响。相比之下，过程创新表现出通过营销创新来间接影响。这些成果将有利于行业采取积极措施。

创意/价值

市场营销创新与产品和流程创新之间的调解关系的研究受到限制。新颖性还在于分析多种创新类型对印度公司公司绩效的多个方面的影响，以验证印度人口统计学中营销创新的动态能力和中介作用，从而验证信号理论的观点。研究方法的严格性，例如规模和抽样方法验证测试，即CMB。异方差和内生性检验对OLS的适用性并验证外生变量。