Marketing Capability and Financial Performance: A Moderated-Mediation Approach

Abstract

The aim of this study is to examine the relationship between marketing capability and financial performance using a moderated mediation framework. In this context, the present study investigates the mediating effect of product innovation and whether technological turbulence moderates the mediator effect of product innovation. A sample of 196 mid-level and senior executives working in manufacturing firms in Kocaeli participated in our survey. The results indicated that product innovation fully mediates the relationship between marketing capability and financial performance. It is also found that technological turbulence moderates the mediator effect of product innovation on the association between marketing capability and financial performance.

Keywords

• marketing capability
• product innovation
• financial performance
• technological turbulence