Marketing Innovation Capacity and Firm Perfor-mance in Brazilian Clothing Industries
DOI:
https://doi.org/10.7213/rebrae.v11i3.24204Keywords:
Marketing innovation capacity. Firm performance. Market performance. Financial performance.Abstract
The aim of this paper is to investigate the relationship between marketing innovation capacity and firm performance in the Brazilian clothing industries. A transversal descriptive research was conducted in a single quantitative phase, using the survey as a research strategy. The study covers jointly small and medium firms installed in a regional center of clothes industries, in theirs most important product or product line. The data (n=150) were processed using the statistical software Partial Least Squares (SmartPLS), with the evaluation of reflective measurement model and structural model. Findings show that marketing innovation capacity positively predicts market performance, which positively predicts financial performance. Then as practical implications, to achieve financial results of marketing innovation capacity it is necessary to monitor the variables that compose market performance.
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