The Relationship between Marketing Innovation and Firm Performance: an Empirical Evidence from SMEs in Sulaymaniyah City

Naji  Afrasyaw Fatah; Shanyaz  Omer Amin

doi:10.25098/7.1.5

Authors

Naji Afrasyaw Fatah Department of Accounting, Technical College of Administration, Sulaimani Polytechnic University, Sulaymaniyah, Iraq
Shanyaz Omer Amin Department of Public Relations & Marketing, Technical College of Administration, Sulaimani Polytechnic University, Sulaymaniyah, Iraq

DOI:

https://doi.org/10.25098/7.1.5

Keywords:

Dimensions of Innovation, Marketing Innovation, Firm performance, SMEs, Sulaymaniyah city

Abstract

This study aims at investigating the relationship between innovative marketing and firm performance. Therefore, for data collection, the questionnaire instrument was designed and developed. As a result, the questionnaire was given out randomly to respondents and their number was 93 who are employed in the sectors of electronics, food and drink, travelling, advertising, and automobile industries. In order to conduct an analysis of the data obtained from the questionnaires (SPSS, 26) was utilized. The results revealed that there was four dimensions of innovation (product innovation, process innovation, organizational innovation, and marketing innovation) had a significant and positive correlation with the performance of the firm.

Moreover, considering that there is no research on this topic at Sulaymaniyah, the researchers suggested more studies on this issue in the future by conducting broader research with a larger sample, to learn more about market reality by responding to market needs and competition with innovative products and services.

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