From Innovation Capacity to NPP, Mediation of Inter-Organizational Relations and Moderation of Marketing Capabilities in Tourism
DOI:
https://doi.org/10.53596/7fgvhk06Palabras clave:
Innovation capability, interorganizational relationships, marketing capability, new product performanceResumen
The current dynamic operating context of organizations necessitates continuous efforts to maintain competitiveness. This study aims to analyze to analyze the mediating role of interorganizational relationships in the correlation between innovation capability and new product performance, as well as the moderating effect of marketing capability on the relationship between innovation capability and new product performance in tourism companies. A questionnaire was administered to 300 tourism companies operating in the city of Arequipa-Peru, to gather research data. The empirical analysis utilized structural equations (PLS-SEM) with the Smart PLS software. The research finding indicate that innovation capacity positively influences new product performance. Furthermore, interorganizational relationships play a positive mediating role in the connection between innovativeness and new product performance. Lastly, marketing capability serves a moderator in the relationship between innovativeness and new product performance. These results contribute to enhancing the theoretical foundation of the variables and offer valuable insights for the strategic management of tourism companies.
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Derechos de autor 2026 PATRICIA PILAR ZIRENA-BEJARANO, FRANCISCO JAIME CHAVEZ-GONZALES
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