TITLE:
The Link between Innovation, Market Orientation and Performance; and the Mediating Role of Innovation: A Study of Telecommunication Companies in Ghana
AUTHORS:
Jennifer Lartey, Xiangrui Meng, Xiangqian Wang, Gifty Osei-Mireku
KEYWORDS:
Innovation, Performance, Market Orientation, Telecommunication, SEM
JOURNAL NAME:
Open Journal of Business and Management,
Vol.8 No.4,
July
27,
2020
ABSTRACT: Telecommunications sector sustainability is hinged on the ability of the
company to take the risk of innovation. The primary goal of the study was to investigate
the association between innovation and performance. A structured questionnaire
is used by the study to extract the data from a population of 300. A structural
equation model was adopted to evaluate the relationship between innovation and
performance and to use innovation as a mediator to identify the relationship
between market orientation, innovation, and efficiency. The findings show that
performance is influenced by innovation. Market orientation is strongly and
significantly correlated with creativity, which in effect increases firm
efficiency. The study impacts existing literature by confirming the connection
between innovation and performance using the innovation types. The findings of
this paper provide an overview of market orientation and how an organization
can take advantage of this behavior to gain competitive advantage from other
organizations in the same field. It moreover indicates that managers should pay
attention to market orientation to generate new goods, services and ideas, particularly
customer orientation. Managers aiming to improve firm efficiency should be
sufficiently versatile to experiment with the various forms of creativity.
However, innovation is also considered an expensive and dangerous practice; unless
the benefits are done properly, the drawbacks outweigh.