Evaluating the Role of Organizational and Marketing Innovations in Firm Performance

Abstract

The purpose of this paper is to analyse and understand how specific advancements in the area of marketing and organisation affect the overall firm performance (FP) given that there are diverse ways in which innovation boosts up corporate revenues, marketing innovation (MI), leadership innovation (LI), organizational innovation (OI), process innovation(PI), and customer engagement innovation (CEI) as the independent variables in the framework with FPbeing the dependent variable, through the collection of surveyed data from 150 firms across different industries and subsequent analysis using SPSS 25. Descriptive analysis pointed out that OI was equally high with a mean of 4.2 indicating is prominent role. Multiple regression analysis identified CEI having the largest positive effect on FP (B= 0.35,p = 0.000). ANOVA result showed that PI contributed the most significant variance in the FP (F=7.89,p = 0.008). The study provides understanding on how different types of innovations create corporate success and highlights the key innovation of CEI for enhancing the FP.