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The Effects of Organizational Culture and Organizational Innovation on Marketing Innovation: A Research on Carbonated Beverage Industry

Author

Listed:
  • Cevahir Uzkurt
  • Rukiye Sen

    (Yildirim Beyazit University
    Osmangazi University)

Abstract

The aim of this study is to examine the effects of organizational culture and organizational innovation on marketing innovation. Data for the research were collected from firms in the carbonated beverage industry. Data obtained by totally 223 survey forms were analyzed by factor analysis, correlation analysis, and regression analysis. Research findings showed that organizational culture and organizational innovation have an important and significant effect on marketing innovation. In the end of the study, the findings were interpreted and its potential contribution to the literature and practitioners were discussed.

Suggested Citation

  • Cevahir Uzkurt & Rukiye Sen, 2012. "The Effects of Organizational Culture and Organizational Innovation on Marketing Innovation: A Research on Carbonated Beverage Industry," Anadolu University Journal of Social Sciences, Anadolu University, vol. 12(3), pages 27-50, September.
    • Handle: RePEc:and:journl:v:12:y:2012:i:3:p:27-50
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    File URL: http://www.anadolu.edu.tr/arastirma/hakemli_dergiler/sosyal_bilimler/pdf/2012_3/2012-03-03.pdf
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    More about this item

    Keywords

    Organizational Culture; Innovation; Organizational Innovation; Marketing Innovation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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