The mediating role of marketing management in the relationship between online presence and product innovation among SMEs

IF 2.3 Q2 ECONOMICS Journal of Economics, Finance and Administrative Science Pub Date : 2024-04-05 DOI:10.1108/jefas-04-2022-0087

Allan Pérez-Orozco, J. Leiva, Ronald Mora-Esquivel

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Abstract

PurposeThis study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).Design/methodology/approachThe sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.FindingsMarketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.Originality/valueThis study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.

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营销管理在中小型企业的网络存在与产品创新之间关系中的中介作用

目的本研究探讨了营销管理在中小型企业（SMEs）在线存在与产品创新之间关系中的中介作用。采用普通回归模型的两阶段建模策略对数据进行分析，以分析中介效应。研究结果营销管理作为一种战略资源或能力，解释了中小企业在线存在与产品创新绩效之间的关系，这意味着在线存在资源需要营销管理方面的互补组织能力来增强产品创新。因此，管理者应认识到将营销管理原则和策略整合到在线展示工具中的优势，从而根据客户需求定制产品，实现产品价值。

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来源期刊

Journal of Economics, Finance and Administrative Science Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)

CiteScore

5.10

自引率

20.80%

发文量

审稿时长

12 weeks

期刊介绍： The Universidad ESAN, with more than 50 years of experience in the higher education field and post graduate studies, desires to contribute to the academic community with the most outstanding pieces of research. We gratefully welcome suggestions and contributions from business areas such as operations, supply chain, economics, finance and administration. We publish twice a year, six articles for each issue.