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- W2034271489 abstract "This paper examines the role of marketing effectiveness in the relationship between innovativeness dimensions (e.g., product, market, process, strategic, and behavioral innovativeness) and firm performance. Data were collected via structured questionnaires from 112 firms operating in Turkey and analyzed through hierarchical regression analysis. Findings indicate that different dimensions of innovativeness have different effects on marketing effectiveness and firm performance. The results also support the mediating role of marketing effectiveness in the relationship between firm performance and product and strategic innovativeness dimensions. In addition, several firm characteristics (e.g., firm size, share of foreign capital) are shown to moderate the effects of innovativeness dimensions on marketing effectiveness and overall firm performance." @default.
- W2034271489 created "2016-06-24" @default.
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- W2034271489 date "2012-03-01" @default.
- W2034271489 modified "2023-10-17" @default.
- W2034271489 title "How does innovativeness yield superior firm performance? The role of marketing effectiveness" @default.
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- W2034271489 doi "https://doi.org/10.5172/impp.2012.14.1.107" @default.
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