Influence of Marketing Innovation and Advanced Technologies on Firm Performance: The Case of Algeria

Abstract

Advanced technologies in marketing innovation have become potential tools for firms seeking enhanced performance. The findings reinforce the need to adopt cutting-edge technologies like Artificial intelligence, big data analytics including and customer data platforms (CDPs) to create hyper-personalised marketing campaigns for deeper insights into customer behaviour. These avenues in marketing innovation enable firms to gain deeper insights into consumer behaviour through immersive brand experiences for better performance in a rapidly evolving business environment. The study investigated the relationships between marketing innovation, strategic marketing planning and firm performance. It used the quantitative research method using questionnaire-based survey within Algerian home appliances, electronics and IT industry. From 939 companies selected by simple random sampling, 221 companies responded. The analysis was carried out using SPSS and Smart-PLS software programs. It uses a quantitative research method using a questionnaire survey in the Algerian home appliances, electronics and IT industry. Of the 939 companies selected by simple random sampling, 221 companies responded. The data was analysed using SPSS 25 and SMART PLS 3.0 software. The findings showed that; H1 (β=0.274, t= 4.756; p≤0.00), H2 (ß= 0.505; t= 8.403; p≤0.000), H3 (ß = 0.694; t= 16.858; p≤0.000) and H4 (ß= 0.353; t=7.350, p≤ 0.00), which means that they are statistically significant and positive. The results show that both strategic marketing planning and marketing innovation are positively related to company performance. Moreover, there is a positive relationship between marketing innovation and firm performance through the mediating role of strategic marketing planning. The findings suggest that strategic marketing planning has a positive direct and indirect effect on firm performance.