SYNERGIES BETWEEN DIGITAL MARKETING AND CORPORATE INNOVATION STRATEGY: INNOVATION MANAGEMENT AS A MEDIATOR
Abstract
This study aims to explore the synergies between digital marketing and corporate innovation strategies, with a focus on understanding how innovation management can act as a mediator to increase the effectiveness of the synergies. to establish a core conceptual framework through demographic variables such as industry of engagement, length of service, and education level. This study proposes the following hypotheses: 1. There is a significant difference between different contextual variables on digital marketing, corporate innovation strategy, and innovation management.2. There is a significant correlation between digital marketing and corporate innovation strategy.3. Innovation management acts as a mediator in the relationship between digital marketing and corporate innovation strategy, which helps to improve the effectiveness of the integration process.4. There exists a significant synergy that helps to improve innovation outcomes. In this study, a total of 600 questionnaires were distributed and 575 questionnaires were returned to the employees of companies in different industries as a case study.
This study found:1. There is a significant gender difference in innovation management.2. Industry variables have a significant effect on firms' innovation strategies.3. Position variables have a significant effect on firms' innovation strategies.4. There is a strong correlation between digital marketing and firms' innovation strategies.5. Innovation management does not mediate between digital marketing and firms' innovation strategies.6. There is a significant synergistic effect between digital marketing and firms' innovation strategies. There exists a clear synergy that contributes to improved innovation outcomes.
By elucidating the synergies between digital marketing and firms' innovation strategies, this study contributes to the advancement of knowledge and the enhancement of organizational capabilities in an increasingly digital world.