MARKETING AND INNOVATION MANAGEMENT CAPABILITIES IN SCIENCE AND TECHNOLOGYBASED ENTERPRISES

The enterprises, which are science and technology-based (STBEs), work in a highly dynamic and knowledge-intensive environment where long-lasting competitiveness is determined by the success in matching innovation and marketing potential. Although these capabilities have been studied separately in previous research, a noticeable lack of empirical research has incorporated these two capabilities into a single framework that explains their combined effect on innovation performance. The paper is a comparative study that empirically explores the boundary of innovation management capabilities and marketing capabilities on innovation performance in STBEs, with absorptive capacity discussed as a mediating effect. The survey design that was used was quantitative, cross-sectional, and data were gathered among managers of science and technology-based enterprises. The relationships proposed were tested with the help of structural equation modeling. These findings suggest that there is a strong positive impact of the innovation management capabilities on innovation performance (0.32, p < 0.001) and the marketing capabilities have a strong positive impact on innovation performance (0.29, p < 0.001). It was established that innovation management capabilities (β = 0.14, p < 0.001) and marketing capabilities (= 0.13) have significant indirect effects, mediated by absorptive capacity (0.001). Besides, the innovation performance has a critical positive impact on the firm performance (= 0.47, p < 0.001). The model describes 58 % of the innovation performance and 44 % of the firm performance variance. The results are a reflection of the significance of combining innovation management, marketing, and knowledge based capabilities to improve the effects of innovation within science and technology-based businesses.

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