(The Impact of Problem Solving, Creativity, Innovation Skills on Marketing Innovation Strategies Through Organizational Innovation)

Abstract

Purpose – The purpose of this study is to reveal the effects of problem solving, creativity and innovation skills of marketing managers on marketing innovation strategies through organizational innovativeness. Design/methodology/approach – A research model was created that the problem-solving skill, creativity skill, creativity skill innovativeness skill and innovativeness skill are also effective on marketing innovation strategies through organizational innovativeness. While determining the main population of the research, the ISO500 list prepared by the Istanbul Chamber of Industry based on the criteria of sales from production was used. The sample of the study consists of 184 marketing managers from 67 of 124 food and beverage companies included in the ISO500 list between 2013 and 2016. The data of the research were collected in the period of 2017 (December) -2019 (May). Various studies have been used as a result of an extensive literature search to form the expressions for the measurement of the variables discussed in the study. Partial Least Squares (PLS-SEM) method was used in the analysis of the data collected through the questionnaire. The validity and reliability tests, path analysis and hypothesis tests of the research model were carried out with the SMARTPLS 3.0 program. Findings – It was found that organizational innovativeness has a significant positive effect on marketing innovation strategies examined within the scope of product innovations, organizational innovations, process innovations and marketing innovations. Findings on individual skills show that problem-solving skill affects organizational innovativeness over creativity skill and creativity skill through individual innovativeness skill, and through it, affects marketing innovation strategies positively. As a result of these findings, all hypotheses formed in line with the purpose of the study were accepted. Discussion – It has been revealed that the problem solving, creativity and innovation skills of marketing managers have a significant effect on marketing innovation strategies in innovative organizations. It is believed that organizations that want to achieve competitive advantage in the food and beverage sector must have an innovative understanding, support new ideas and applications in order to implement marketing innovation strategies.