ORGANİZASYONEL BÜYÜMENİN AÇIKLANMASINDA TEKNOLOJİK VE PAZARLAMA İNOVASYONU

Abstract

Amaç: Bu araştırmanın amacı, teknolojik ve pazarlama inovasyonun örgütsel büyüme üzerindeki etkisini kontrol etmek ve her ikisinin etkisini karşılaştırmaktır.

Tasarım: Ankete dayalı teknik bu çalışma için benimsenmiştir. Teknolojik ve pazarlama inovasyonu, teknoloji ve pazarlama olarak inovasyon unsurları ve örgütsel büyüme gibi kabul edilmiş bir ölçüyle ölçülür. Çalışmanın verileri Pakistan'ın Peshawar kentindeki cam endüstrisinden 89 katılımcıdan alınmıştır.

Bulgular: Çalışmanın bulguları teknolojik inovasyonun ve pazarlama inovasyonunun örgütsel büyüme üzerinde önemli bir etkisi olduğunu göstermektedir.

Keywords

• Pazarlama İnovasyonu,Tekonojik İnovasyon,Organizasyonel Büyüme

TECHNOLOGICAL AND MARKETING INNOVATION FOR EXPLAINING ORGANIZATIONAL GROWTH

Abstract

Purpose– Purpose of this research paper is to check the impact of technological and marketing innovation on organization growth and which one role is better in the glass industry, as innovation strategy influence the strategic planning of the organization and their growth in glass industry of Pakistani market.                                                                                                          Design– Technological and marketing innovation are measured by an adopted scale, having elements of innovation, technology, marketing and organizational growth. The study included 89 respondents from glass industry in Peshawar, Pakistan.

Findings– The role of technological innovation was seen more as compared to the marketing innovation of glass industry in Peshawar, Pakistan. Overall the result was positive with a good significance level.                                                                                                                      

Keywords- Marketing innovation, Organizational growth, Technological innovation

Keywords

• Marketing innovation,Organizational growth,Technological Innovation

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