The Orientation with Strategy, the Innovation, and Impact of Marketing Performance

Abstract

Marketing orientation, strategic alignment, and innovation are crucial drivers of organizational performance in today’s highly competitive and dynamic business environment. This research takes a mixed-method approach, blending both quantitative and qualitative data analysis, to use the basic corners into how businesses are adapting to market trends, embracing new tools, and fine-tuning their strategies for better marketing results. The businesses often face unique challenges. This analysis sets the stage, diving into older models and modern frameworks that connect strategic marketing and innovation to important performance indicators—think brand recognition, customer loyalty, and even financial health. To gather our insights, we collected primary data through surveys and interviews with marketing professionals from various SMEs. The secondary data from industry reports for a broader picture is used. We used regression and factor analysis techniques to test our hypotheses. A strong positive link between having a strategic innovation mindset and better marketing performance for analysis.