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Market orientation, marketing capabilities and sustainable innovation: The mediating role of sustainable consumption and competitive advantage

机译：市场定位，营销能力和可持续创新：可持续消费和竞争优势的中介作用

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Purpose - This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators. Design/methodology/approach - The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships. Findings - The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on nontechnical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship. Research limitations/implications - This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India. Originality/value - The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.
机译：目的-本研究旨在观察市场导向（MO），营销能力和可持续创新之间的联系，并确定营销能力，可持续消费和竞争优势作为中介者的贡献。设计/方法/方法-通过进行调查收集本研究的数据，并使用明确定义的量表对数据进行量化。由各种作者提出的理论被用来构成研究的理论框架，同时保持与印度背景相关的那些理论。该研究使用结构方程模型来对所提出的假设和关系的研究模型进行经验检验。调查结果-结果表明MO对营销能力具有积极影响，包括产品开发，沟通，渠道链接和定价。该研究还发现，营销能力与可持续创新之间存在正相关关系，但有例外。这些例外是技术创新的沟通能力和非技术创新的渠道链接能力。此外，研究结果表明，营销能力完全将MO与绩效挂钩，而可持续消费则部分协调了可持续创新与竞争优势之间的关系。竞争优势还部分地将营销能力与绩效关系进行调解。研究局限性/含义-该研究仅涉及四种营销能力，并使用横断面数据代替纵向数据，而该纵向数据包括印度192家服务公司的数据。原创性/价值-该研究为特定营销能力导致可持续创新的论点提供了经验证据。该研究进一步阐明了营销能力，可持续消费和竞争优势作为拟议的研究模型的中介者的贡献。

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