The Link between Innovation, Market Orientation and Performance; and the Mediating Role of Innovation: A Study of Telecommunication Companies in Ghana

摘要

Telecommunications sector sustainability is hinged on the ability of the company to take the risk of innovation. The primary goal of the study was to investigate the association between innovation and performance. A structured questionnaire is used by the study to extract the data from a population of 300. A structural equation model was adopted to evaluate the relationship between innovation and performance and to use innovation as a mediator to identify the relationship between market orientation, innovation, and efficiency. The findings show that performance is influenced by innovation. Market orientation is strongly and significantly correlated with creativity, which in effect increases firm efficiency. The study impacts existing literature by confirming the connection between innovation and performance using the innovation types. The findings of this paper provide an overview of market orientation and how an organization can take advantage of this behavior to gain competitive advantage from other organizations in the same field. It moreover indicates that managers should pay attention to market orientation to generate new goods, services and ideas, particularly customer orientation. Managers aiming to improve firm efficiency should be sufficiently versatile to experiment with the various forms of creativity. However, innovation is also considered an expensive and dangerous practice ; unless the benefits are done properly, the drawbacks outweigh.