Marketing Innovation Capacity and Firm Perfor-mance in Brazilian Clothing Industries

Authors

  • Sandra Biégas Technology Center of Maringá State University

DOI:

https://doi.org/10.7213/rebrae.v11i3.24204

Keywords:

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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Author Biography

Sandra Biégas, Technology Center of Maringá State University

PhD in Administration. Professor at Department of Textile Engineering, from the Technology Center of Maringá State University. E-mail: [email protected]

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Published

2018-08-18

How to Cite

Biégas, S. (2018). Marketing Innovation Capacity and Firm Perfor-mance in Brazilian Clothing Industries. REBRAE, 11(3), 343–355. https://doi.org/10.7213/rebrae.v11i3.24204