ORGANİZASYONEL BÜYÜMENİN AÇIKLANMASINDA TEKNOLOJİK VE PAZARLAMA İNOVASYONU

Yıl 2019, Cilt: 2 Sayı: 1, 47 - 58, 31.03.2019

Muhammed Farooq Jan Zeeshan Javed Zohaib Ali Azmat Ali Shah Zeeshan Haider

Öz

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.

Anahtar Kelimeler

Pazarlama İnovasyonu, Tekonojik İnovasyon, Organizasyonel Büyüme

TECHNOLOGICAL AND MARKETING INNOVATION FOR EXPLAINING ORGANIZATIONAL GROWTH

Öz

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

Anahtar Kelimeler

Marketing innovation, Organizational growth, Technological Innovation

Kaynakça

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