Innovator skills and innovation in marketing: a structural equation model for furniture manufacturing companies in the province of Puno (Peru)

Cutipa-Limache A.M.; Apaza I.M.A.; Acosta D.B.; Machaca A.T.; Margalina V.M. · Suma de Negocios (2022) · DOI: 10.14349/sumneg/2022.v13.n28.a2

Resumen

Introduction/objective: The dynamic and competitive environment requires companies to create value by means of innovation, therefore, the objective of the research was to explore whether the innovator’s skills of observation (IOS), questioning (IQS), experimentation (IES), networking (INS) affect marketing innovation (MI) through the innovator’s skill at connecting ideas (ISCI) in wooden furniture manufacturing companies in Puno-Peru. Methodology: The study corresponds to the quantitative approach with explanatory scope and non-experimental-transectional design. The sample consisted of 73 owners or managers of furniture manufacturing companies in the Province of Puno-Peru, who were given a questionnaire with 34 items. Results: The results of the structural model show that the variance of the ISCI is due to the positive effects of the IES and the INS. In addition, the model significantly explains the variance of MI. Conclusions: The model explains and predicts the variance of both the ISCI and MI. On the other hand, the IES and the INS are the ones that directly and significantly affect the ISCI, and this in turn likewise affects the MI of the furniture manufacturing companies in the Province of Puno, Peru.

Instituciones: Universidad Nacional del Altiplano; Universidad Nacional Micaela Bastidas de Apurímac