Ⅰ. Introduction
To stay in the uncertain and competitive business environment, in a competitive market, for an organization, the degree of an organization orientation becomes crucial(Grinstein and Goldman, 2010). The demands and the need of the customers are changing constantly, only if the changes are addressed and identified the organization can succeed. Additionally, by changing the condition of markets and rules it can also have the impact on the innovation of organizations by
providing and anticipating the factors as a good solution(Hassanquolipuor et al., 2012). In the present business environment, social media has become the major medium for trade and communication with the customers. The growing usage of social media in different organization is because of the increased usage of internet and mobile devices (Nguyen, Yu, Melewar, and Chen, 2015). The company’s presences in social networking sites enable them to interact with their existing and potential customers, to collaborate and share the content to convey the message(Angella and
* Professor, Business Administration of Gyeongsang National University([email protected]), First Author
** Ph.D. Student, Business Administration of Gyeongsang National University([email protected]), Co-Author
Impact of Market Orientation on Organizational Innovativeness with the Moderating Effect of
Social Networking Sites
1)Hyeong Yu Jang * ⋅Muhammad Ayaz **
Abstract
The aim of the research is to find out the influence of market orientation on organizational innovation with the moderating effect of social networking sites. Different dimensions of the market proposed by the research. The researcher surveyed three SMEs of Pakistan. A sample size of 150 is selected and 150 questionnaires are circulated to the marketing department of three SMEs. Different statistical tests are used to reach the research objectives. A latest version of SPSS is used for the analysis. The outcome of the study shows that Market Orientation and Social Networking Sites have a positive and significant influence on organization innovation. The study also shows that type of SNS moderates positively the relationship between intelligence generation and organization innovation.
│Key Words│Market Orientation, Organizational Innovation, Social Networking Sites, Intelligence, Information
Dissemination
Ko, 2012). Social media is evolving and growing and contains the necessary information related to the customers and other stakeholders of the company (Nguyen et al., 2015). This enables the company to adopt innovative approach and transform itself to gain an edge over their competitors.
In overall, innovation of organization can be enhanced by combining the market orientation with social networking sits and it improves the different types of innovation in the organizations(Ferreil and Lukas, 2000). Innovativeness in the form of ultimate services and products is an operation of knowledge from the consumer, defined as the idea, insights, information and thoughts; the organization collects from its customers.
These perceptions can be about modern services and product, future need and customer trends, and designs for product innovations. Ideas for positive product innovations are most possible to come from end customers and users of the produces and not from inside the organization. An organization must therefore enthusiastically seek out such information in order to be better ready to implement innovations and product enhancements(Desouza et al., 2008). The major issue faced by the companies in gaining an edge over other competing firms is to encourage innovation in their offerings. Organizations that do not react to the changes in the external environment face difficulties in surviving in the market. The transition in the business environment allows the company to innovate, build and sustain to serve the customers with superior value(Cai, Hughes, and Yen, 2015).
Market orientation refers to the strategic position of a f irm that attains the data related to the internal and external environment and distributes in an organization.
According to Lewrick, Omar, and Williams(2011), market orientation can be explained as a procedure of advantageously collecting relevant information and
spreading within a company for better decisions.
The function of Market Orientation on the innovation of Organization was checked by various studies which have revealed that orientation of market have different impacts on organizational innovation(Nguyen et al., 2015; Laforet, 2009). The positive relationship between Market Orientation and Innovation has been investigated by large amount of studies, Sinkula and Baker(1999), Lewrick(2009), Zhou et al.(2005).
However, the impact of market orientation on organizational innovation has not been studies widely with the moderating effect of social networking sites.
Thus, this study attempts to fill an important gap by examining the impact of different marketing orientations on organizational innovation and finding out moderating effect of social networking sites including Face book and Instagram by studying the SMEs of Pakistan.
Ⅱ. Literature Review
1. Marketing Orientation
The first validated and Narver and Slater(1990) stated
the widely acknowledged definition of marketing
orientation. Researchers showed a model which consists
of different dimensions, where marketing component
was taken as a concept similar to the marketing. In the
investigation of Narveir and Slateer(1990), market
orientation is a business society which has greater
influence on delivering superior value to the customers
by using three different aspects. These aspects include
orientation of customer, orientation of competitor, and
orientation which is done inter functionally. The
definition received a number of criticisms as it used
culture to interpret the outcome despite not having the
empirical assessment of the organizational culture.
According to Jaworski and Kohli(1993), market orientation is a widely generated marketing intelligence regarding the present as well as future requirements of customers, parallel and vertical diffusion of intelligence in companionship and company’s responsiveness towards the marketing intelligence. The critique focuses on that linking market orientation with marketing implementation is very complex to stand in theoretical backgrounds without any commonly acceptable definition of marketing.
Narver and Slater(1990) focused on the linkage between market orientation and competitive edge for providing value to the customers of the organization.
Brand Appearance is the perception of the customer, which is alleged, by customers while buying product and service, but brand appearance cannot be treated as a standard or guarantee for giving customer’s satisfaction.
While it is probable to be said that satisfaction of costumer’s and consumers can be reflected as the influential tools in the marketing by which an appearance of an organization which is apparent by customers. If the customer is having fulfilment certainly, it will have a strong result on brand. It is usually said and understood that a customer satisfaction is more expected to display loyalty performance, i.e. Repeats willingness and purchase to give positive expression, Upamannyu et al.(2014).
The researchers debated that the market orientation of the company enhances the assessment of sources of long-term competitive edge. The proper usage of means and competences leads in achieving competitive edge to the company(Lado et al., 1998), in addition, to make the competitive edge for a long term, the companies require the knowledge that cannot be replicated by the rivals.
This type of knowledge is possible by adopting
marketing orientation in a company to ensure innovation.
Different components distinguished the definition of the orientation of the market which is well thought-out by the dissimilar authors and practioners. Narver and Slater(1990) and Kohli, Jaworski, and Bearden(1993) used one-dimensional structures where there were three components. Similarly, the research of Deng and Dart(1994) used multi-dimensional and a multi factor structure where there were four components. In the revision of Lado et al.(1998) presented eight components of market orientation and Sorensen(2005) provided uni-dimensional structure with two components for measuring market orientation. Another theoretical foundation of Marketing Orientation is the dualism which can be noticed from the above-stated definitions of marketing orientation. Approaches classify among one that adopts market orientation as a culture of an organization(Kirca, Jayachandran, and Bearden, 2005) and another one that considers market orientation as a specific type of behaviors(Lado and Maydeu-Olivares, 2011). The present research is taking different dimensions of market orientation by considering the definitions of the researchers. These dimensions include generation of intelligence, coordination in organizations, orientation of clients, competitor’s orientation, responsiveness of market and prof it orientation (Narver and Salter, 1990; Lado, Maydeu-Olivares, and Rivera, 1998; Sorensen, 2005;
Jaworski and Kohli, 1993).
Intelligence generation and organization
coordination have been discussed extensively in the
literature and they are connected to each other(Lee,
2014). Social media has been an important source to
generate the intelligence which further helps the
organization internally and externally. It helps the
companies to internally coordinate the activities accordingly. Similarly, the connection between buyer orientation and contestant orientation is also imperative for the organizations to consider. The buyer orientation and opponent orientation are the important dimensions of market orientation which further help in bringing innovation to the company(Nagryn, 2011). Market responsiveness and profit orientation of a company are also an important source of bringing innovation to the company. If the companies become responsive towards the market and work on profitability, it also helps in achieving competitive edge.
The increasing pressure from the competitive business environment making the companies to improve the decision-making competencies to counter such forces. In order to survive and succeed in this competitive business environment, companies need to adopt innovation, as it is the most appropriate solution to such forces (Kim and Mauborgne, 2005). In the developed economies, the major question is if they need a knowledge or advanced knowledge, or technological innovation or marketing innovation. In the developing countries where there are limited investing capabilities, the question then changes into knowledge creation or innovation. A widely-acknowledged definition of organizational innovation is suggested by Crossan and Apaydin(2010).
The definition states that, “organizational innovation can be defined as the formation or implementation, incorporation and taking advantage of value-added uniqueness in economic social setting; modification in the offerings; formation of new techniques for manufacturing, and formation of new management in an organization”(Crossan and Apaydin, 2010). According to Damanpour(1991), organizational innovation can be referred as both a procedure and a result or a new structure related to the members of the companies.
Organizational innovation is the adaptation and acceptance of the novel idea or the conduct of business which has been implemented to an overall firm. The major purpose is to create worth of novel expertise or the business operation in the company’s offerings or the procedures(Wong, 2017). Organizational innovation emerged from the requirements of market and the progress made in technology(Stock, Six, and Zacharias, 2013). Both approaches help the company to ensure the success of innovation(Cai, Hughes, and Yen, 2015).
Different research have argued that organizational innovation has a capability of power creation in the entry to existing markets, arrangement of new markets and making changes by execution of new technologies and functional process(Abetti, 2010; Nguyen et al., 2015).
2. Orientation of Market and Innovation in Organizations
The important concern in the literature is if the market
orientation has a significant manipulate on the
organizational innovation in terms of upgrading of yield,
services or processes in the organization(Vazquez,
Santos, and Alvarez, 2011). This is the topic, which has
been a concern for numerous scholars and researchers
since decades. However, a huge number of studies have
confirmed that there exists a positive affiliation among
the market orientation and innovations in organizations
(Baker and Sinkula, 2009; Lewrick, 2009; Lewrick et
al., 2011). The research of Lado and Maydeu-Olivares
(2011) is evident that different dimensions of market
orientation such as customer direction, challenger
orientation and market responsiveness have an
encouraging relationship with the organizational
innovation. In the discussion of the explore of Lewrick
et al.(2011) demonstrated that there is a constructive
influence of competitors’ orientation on organizational
innovation in the start-up firms. The similar study showed that mature firms are more customer-oriented and it has a up influence on managerial innovation.
The study of Tidd et al.(2015) studied the important measurement of market orientation i.e. organization coordination and showed that organization direction has a positive connection with organization innovation. The revision done by Škerlavaj et al.(2010), he studies the intelligence generations as an orientation of market dimension and founded to have an incremental effect on innovation of a firm. Similarly, the study of Atuahene- Gima(2016), also studied the different dimensions of market orientation such as purchaser orientation, participant orientation and profit orientation and founded to have a constructive impact on organizational innovation. The research of Naidoo(2010) also supports the result. Raj and Srivastava(2016), also did an attempt to check the affiliation among the concerning variables.
The research found out the positive relationship of cleverness generation and market orientation with organizational innovation. On the basis of above argument, following are the hypothesis constructed for the research:
H1. Market Orientation has positive influence on organizational innovation.
3. Social Networking and Organizational Innovation
Different definitions are identified which depends on the typology or aspects where the innovation is examined. The present research is solely focusing on the organizational innovation. Organization innovation can be related to the technicality of the offerings of the corporation or it can be related to the process innovation(Škerlavaj et al., 2010). Radical or incremental
innovation is considered as the major contradiction in the typology of organizational innovation that came up in past studies and also product and process innovation(Ettlie et al., 2014; Abernathy and Utterback, 2018). Organizational innovation has become an important strategy for organizational existence.
Innovations can originate from how organizations cooperate with customers: 1) by classifying, evaluating and interactive with them, 2) including them into their current innovation process through change of their business processes, and 3) inspiring customers to participate in improving existing services and products(Desouza et al., 2008).
It was perceived by the Hurley and Hult(2018) in their investigation that innovation is the main factor of the company and the directness to the new ideas.
The researchers showed in the model the capability of organizational innovation which can be stated as the capability of a company to execute novel ideas, procedures or offerings effectively.
To innovate the organizations, Social Networking can be used as podium of innovation. There are different types of social network e.g. face book, Instagram, WhatsApp, email, twitter etc., and they are different from the traditional communication platform(like face to face communication or telephone communication).
The developer of the ideas is able to access an unknown audience beyond the network of the people they know themselves. By summing up, the social networking give opportunities for presenting new and rich ideas which can be communicated to the audience in great number with less time and space(Garcia-Morales, 2018). The given statement leads to the following hypothesis.
H2. Social Networking has positive impact on
Organizational innovation.
4. Type of SNS, Market Orientation and Organizational Innovation The social media presences in the company govern the structure to promote the innovational capability. The information which we acquire from social media it helps the company to gain the important information required for innovation(Yu et al., 2014). Many other investigators argued that the usage of social media seems to perk up the various orientation of market. Through this, it can be recognized that social media moderates the bonding of market direction and directorial innovation. Due to the focus on the customer satisfaction, having social media improves the dimensions of market orientation because it improves the possibility to identify the market needs(Atuahene-Gima et al., 2015).
The study of Zhou and Wu(2010) showed that the presence of social media help the companies to use the resource properly. They showed that social media helps in improving the Market Orientation which further encourages the innovation capabilities. Studies suggested that both social media presence and Market Orientation are important for the Organizational Innovation(Mu et al., 2009). Organizational innovation needs strong technological capabilities and market orientation of the firm(Lettl et al., 2006). These factors help the company in the development and survival in the market. Market orientation associated risks and costs
because there is also inefficiency associated with emphasis on unfamiliar information in looking for the needs of the customers(March, 2011). Nevertheless, with the capability of market orientation and organizational innovation, the result can improve significantly because of the proper alignment and emphasis on the directional choice. The above argument leads to the following hypotheses:
H3. Type of social networking site moderates the link of Market orientation and organizational innovation.
Ⅲ. Methodology
1. Data Source and Sample
This section gives an in-depth description of the data used. Analysis and its sources are used. In the current study, we collected the data from various SMEs of Pakistan which were located in the Islamabad to test the hypothesis by utilizing the instrument/scale survey. We included our primary frame of sampling which is based on social networks, which is as follows: 50 respondents were from face book Instagram, 50 were LinkedIn Pakistan, and 70 were from other social networks and company websites. Around 270 questionnaires were distributed while 150 correspondents responded accurately.
<Figure 1> Theoretical Model
2. Design of Research
Research design plays a role of road map for examiner in digging answers of the questions created by the research or meets the objectives of the research. It clearly defines the sources and methods for collecting of data, sampling of size, techniques of sampling used and the process and method to be used for the analyzing the data(Saunders, 2009). The research design of a study covers the layout of the study(Sekaran, 2001). While keeping in view the scope and nature of study, quantitative design is found most suitable for the study.
Furthermore, survey design is found a good number appropriate design as it allows researchers to investigate respondents at non-contrived settings(Leedy, 1993).
Future, it was commented by the Christensen(1980) that such type design is contradictory when handling of the variables is made and hypotheses are checked.
To examine the different SMEs, which are located in Islamabad, a quantitative approach has been used. By recognizing the research question and then the related writing fundamental prospective, design of research can be accomplished. In explaining the angles of the research, process and components with the enhancement of the research questions, the identification of the writing will help. To utilize the choice of the research configuration and questions of research and its objectives, the practioners accessible learning, obtainable time span, actability of assets(Yin, 2009).
3. Study Type
It is casual study because in which we study the collision of Market Orientation, on Organization Innovation with the moderator role of Social Networking, which is estimated on such commence as self-detailed persistent insight including respondents concerning these components. The date for this
exploration was accumulated all through the investigation time span from SMEs of Pakistan. The data is cross-sectional in nature.
4. Data Analysis Procedure
In the current study, by using SPSS and subsequent procedures including some measures and test data is examined and results are performed, 1. Missing values, 2. Outlier analysis, 3. Descriptive Distribution, 4.
Analysis of Reliability, 5. Descriptive Statistics 6.
One-way ANOVA 7. Analysis of Correlation, 8.
Analysis of Regression
5. Measurement
The sample includes the SMEs of Pakistan and the firms for the survey included randomly for research. The researcher used convenience sampling as well as purposive method for the research. As the researcher resides in Islamabad, he chose the f irms, which are convenient and accessible for him to collect data. The purposive sampling method is used because the research includes SMEs, which are included to serve a special purpose. The units of analysis for the research are the marketing and brand teams of the company. The researcher used feedback form to collect the data for the research. The 150 usable questionnaires were received and preceded for analysis. The researcher used 5-point Likert scales to measure the variables of the study.
Different statistical tools were used to evaluate the data and draw the conclusion of the investigation.
6. Survey Process and Demographic Profile
The profiles of the respondents of the research are
stated below in the table. It can be seen from the table
below that bulk of the respondents are female(52.7%).
The majority of correspondents in our study have an age group of 30 to 39 years(53.3%). Most of the respondents of the study are Assistant Managers(38%).
Ⅳ. Analysis and Results
1. Reliability Analysis
In order to gauge the variables of the research, the researcher used Cronbach’s alpha method. The table below depicts the Cronbach’s alpha of all the variables used in the exploration. It is evident from the table below that Cronbach’s alpha of all the variables are above 0.7.
As to the “rule of thumb”, the alpha of Cronbach ought to be larger than 0.7 in order to be reliable. The measurement scales used in the research are reliable.
The value of Cronbach is considered Excellent at 0.91
≤ α, good at 0.82 ≤ α < 0.9, a at 0.7 it is acceptable, at 0.61 it is questionable, the value of Cronbach is taken poor at 0.5 while at it is unacceptable when it is at 0.5.
2. Analysis of Correlation
The table under represents the correlation matrix of the variable. The researcher used the Pearson Correlation Analysis method to demonstrate the connection between the variables. It can be shown from the table below so as to all the variables have a significant and positive relationship by way of each other except for the profit orientation as it seems to have
Demographic Profile Description Frequency(n) Percentage(%)
Genders Male 711 47.3%
Female 792 52.7%
Ages
20 to 29 Years 35 23.3%
30 to 39 Years 80 53.3%
40 to 49 Years 25 16.7%
Above 50 Years 10 6.7%
Designation
Director 6 4%
Manager 33 22%
Assistant Manager 57 38%
Executive 31 20.7%
Intern/Trainee 23 15.3%
Type of Social Media
Facebook 115 76.2%
Instagram 23 15.2%
Both 12 7.9%
SMEs
Dunya News 501 33.33%
Soften ca Technology 50 33.33%
Inter-Wood 50 33.33%
<Table 1> Profile of the Respondents
Variables No. of Items Cronbach’s Alpha Market Orientation 31 0.86123
Social Networking 4. 0.80812 Organizational Innovation 32 0.708.
<Table 2> Table of Reliability Analysis
a negative or weaker relationship with other variables.
The correlation analysis of the research depicts that in the proposed model there is not an issue of existence of multi-Coliniarity.
It is shown in Table 1 with the intention of there is strapping correlation between Marketing Orientation and Organizational innovation at (r = 0.811,). Similarly no or weak correlation was found between Social Networking Sites and Organizational Innovation (r = 0.828), and it is was positive, in the same way positive and strong correlation was shown Organizational innovation and Social Networking System at (r = 0.699,).
Majority of our supposed variables are interconnected with each other, which also shows the approval of overall research model.
3. Analysis of Regression
4. Regression and Hypothesis Analysis
H1. Marketing Orientation has positive impact Organizational innovation.
From the analysis of regression for this hypothesis, results show that market Orientation and Organizational Innovation have constructive and significant association having the value of β .905* at the level of significance at the p p=.000) value and accomplish the necessities that p must be ≤ 0.05, which is satisfactory range. Consequently, the hypothesis no.1 is accepted.
H2. Social Networking Sites affect positively Organizational Innovation.
It is find after the analysis of regression that the Network of Social sites is connected positively and Correlations
Variable Mean SD 1 2 3
1 MO 4.1086 .48894 (0.811)
2 SNS 4.0590 .69278 0.828*** (0.834)
3 OI 3.8730 .80779 0.496*** .699*** (0.819)
**. Correlation is Significant at the 0.01 Level (2-Tailed).
P<.051=*, P<.01=**, P<.001=***, n=150, MO=Market Orientation, SNS=Sites of Social Networking, OI=Innovation of Organization, ns=non significant, in parenthesis(), every variable reliability is shown. Size of Sample Total, n=1501.
<Table 3> Descriptive Statistics and Correlation
Moderated Regression Analysis
Organizational Innovation
Β R2
△R2Step 1
MO .905 .795 .795
SNS .327
Step 2
MOxSNS .016 .715 .702
NS=NOT SIGNIFICANT, N=105, MO=Marketing Organization, SNS=Social Networking Sites, P<.001=***, P<.01=**, P<.05=*s
<Table 4> Regression Analysis
significantly attached with Innovations of the Organizations, wherever the worth of the β is .327 which depicted the significance level significance p=
.000, at p ≤ 0.05, the circumstance is rewarded.
Therefore, hypothesis no.2 is accepted.
H3. Social Networking Sites moderate the relationship between Marketing Orientation and Organizational innovation in such a way when it increases the relationship becomes stronger and when it decreases the relationship becomes weaker and weaker.
The hypothesis is accepted based on the β value of .016 and ∆ R2 is 0.702 at the significance level of p=0.933, which means that there is positive effect on the relationship of Marketing orientation and Organizational Innovation. Hence our hypothesis is accepted.
Ⅴ. Conclusion
The research was aimed to find out the collision of market orientation on organizational innovation with the moderating effect of type of sites of social networking.
The findings of the research showed that market orientation and Social Networking sites have a
significant and constructive influence on organization innovation. The results of moderation analysis showed that type of SNS moderates the relationship between Marketing Orientation and organizational innovation.
The findings of the research are supported by different studies including the research of Tidd et al.(2015), Škerlavaj et al.(2010), Naidoo(2010), etc. The finding of the research also highlights the importance of market orientation in a business. The research implies that in order to adopt organizational innovation, the firm should focus on all dimensions of market orientations.
Therefore, for surviving in this competitive business environment, it is important for the organization to have an innovative culture which is possible by adopting market orientation.
1. Implication for the Leaders and Managers
The main idea of the current study was to look into the effect of MO on Organizational Innovation. Social Networking has been proposed as a moderator between the concerning the variables. For the managers and leaders as well followers, next recommendations are offered on the basis of our survey and results.
We suggest that that improving the Market Orientation will require for the online and new equipment especially in Pakistan to highlights the
No. Hypotheses Statement Results
H1 Market Orientation has positive influence on organizational
Innovation. Supported
H2 Social Networking has Positive impact on Organizational
Innovation. Supported
H3
Social networking site moderates the relationship between Market Orientation and Organizational innovation in such a way when Social Networking Sites increases then relationship also increases, while when SN decreases the relationship also become low.
Supported
<Table 5> Summaries of the Results
benefits for the capability of the organizational Innovation. Practioners like Mooman(1995), noted, with the intention of innovation is the progression of the learning.
2. Limitation and Direction for Future Research
On orientation of Market, it is recommended by our assessment, in offers and scope, research has been relatively imperfect even as small number of amount is dependable on the verdict which may aspects of this developmental affiliation stay unknown as my best research.
According to the current literature, we address some theoretical and methodological issues and we shall discuses a number of productive guidelines for the future research below.
1. To examine the theoretical framework, current revision was conducted in the online context. For that reason, our outcomes may not be generalizable; in other economic theory, investigators can test this theory both developed and conventional.
2. To carry this study there was needed much more money but since the funds or finance were not sufficient, research operation was restricted due to not adequate money. For example, due to the lack of the funds, data could not be collected from the different locations of Pakistan but it was collected sole city Islamabad.
3. Cross sectional research design was used in this study, which represented the static relationship among the variables. The reason is that, cross sectional data detain the association at a single point among the variables; maybe there are idiosyncrasies could be detected, if data was collected during other time.
4. In this searching, we simply considered and finish up the example size of 150 from SMEs of Pakistan, up
till now it was not reveal by our fret with the dissimilar and Multi Organizations. In various business and distinctive projects too, future investigation might be directed.
3. Recommendations
1. Through analysis techniques and statistical tools, the data can be analyzed. Additional investigation may lead to the deeper conclusions.
2. Current study focused on the innovation of organizations. Furthermore, researches can be done whether the innovation of the organizations is wholly or partially biased in insight of the organizations.
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논 문 투 고 일 2020. 10. 06.
논문최종심사일 2020. 12. 15.
논문게재확정일 2020. 12. 15.
Appendix
Gender
1 2
Male Female
Age
1 2 3 4
20-29 30-39 40-49 50 and above
Designation
1 2 3 4
Director Assistant Manager Executive Intern/Trainee
Types of Social Media
1 2 3 4 5
Facebook Instagram LinkedIn WhatsApp Others
SMEs
1 2 3
Dunya News Soften Ca Technologies Inter- Wood
Please Tick the Relevant Choices: 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree
S.No Market Orientation(Kohli et al., 1993)
1 The Market constantly works for the profitability. 1 2 3 4 5
2 The Markets has focused on boosting sales. 1 2 3 4 5
3 The Market has a high ability to improve efficiencies and profitability. 1 2 3 4 5
4 The Market constantly works for the profitability. 1 2 3 4 5
Please Tick the Relevant Choices: 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree S.No Types of Social Networking Sites(Facebook Instagram LinkedIn)
1 There are many social networking sits, where I have account. 1 2 3 4 5
2 I use to spend most of time on social networking sites. 1 2 3 4 5
3 Managers hope to achieve goal by using social media. 1 2 3 4 5
4 Social Networking sits provides platform to get more and more marketing &
innovation in organizations. 1 2 3 4 5
5 Social networking sites are useful for market orientation and innovation of
organizations. 1 2 3 4 5
6 There are many social networking sits, where I have account. 1 2 3 4 5
Please Tick the Relevant Choices: 1= Strongly Disagree, 2= Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree S.No Organizational Innovation(Lukas and Ferrell, 2000)
1 The organization has a high capacity for creating innovations
(product, process, marketing and organizational). 1 2 3 4 5
2 The organization has a high ability to implement innovations
(expressed as the number of implemented organizational, technological, marketing). 1 2 3 4 5 3 The organization has a high ability to commercialize innovations
(expressed as the number of introduced new products on the market). 1 2 3 4 5
<국문요약>
SNS를 매개로 한 조직혁신과정에 시장지향성이 미치는 영향에 관한 연구
장형유 * ⋅무하마드 아야즈 **
1)본 연구는 조직혁신에 대한 시장지향성의 영향정도가 소셜 네트워킹 사이트의 활용도에 따라 달라지는 지를 규 명하는 것이다. 시장지향성이란 개념의 적용을 중소기업으로 확대하여 적용한 연구로 파키스탄의 중소기업 세 곳 이 주요한 조사대상이다. 파키스탄에 소재한 중소기업의 마케팅분야 경영관리자
150명을 대상으로 소셜네트워킹
의 활용도 및 시장지향성의 연관성을 조사하였다.본 연구의 주요한 결과로는 시장지향성이라는 마케팅철학을 구현하는 과정에 소셜네트워킹 사이트가 중재적인 역할을 수행하며 연관된 조직 혁신에도 긍정적이고 중요한 영향을 미친다는 것을 실증적으로 확인하였다. 보다 세
부적으로
, SNS 유형이 정보획득을 넘어선 핵심정보 활용 및 확산의 정도를 결정하며 조직혁신 간의 관계를 긍정적
으로 조절한다는 점을 확인하였다.
주제어 : 시장지향성 , 조직혁신 , 사회관계망 , 첩보 , 정보확산
* 경상대학교 경영학과 교수([email protected]), 주저자
** 경상대학교 경영학과 박사과정([email protected]), 공동저자
저 자 소 개
1. 주저자
장형유(Hyeong Yu Jang) [email protected]
저자는 경상대학교 경영대학 경영학과 교수로 재직 중이다. 한국마케팅관리학회, 한국전 문인경영학회 및 대한경영학회 등의 상임이사와 편집위원으로 활동해 왔다. 한국전략마 케팅학회 회장을 역임하였고, 주요 연구분야는 지속경쟁역량 창출을 위한 마케팅 및 소비 자행동전략 수립과 창출이며, 지역특성화와 관련한 항공우주 마케팅전략수립과 상권활성 화 분야의 연구과제를 수행해 왔다. 대학에서는 창업교육센터장, 입학부본부장 및 인재개 발원장 등의 봉사를 수행해 왔다.
2. 공동저자
무하마드 아야즈(Muhammad Ayaz) [email protected]
저자는 경상대학교에서 일반대학원 경영학과 마케팅전공 박사과정에 재학중이다. 연구분 야로는 마케팅혁신, 마케팅전략 및 소비자행동 등이다.
