The influence of innovation and marketing strategy on the market-oriented activities of the company in cement industry

develop competitive business strategies through marketing and
operations. The present study aimed to develop a model for
evaluating the impact of innovation dimensions, marketing strategy
and market orientation on the company performance with the
moderating role of environmental dynamism. This research is
descriptive-correlative and applied in nature. A questionnaire was
used for data gathering. Two hundred ninety-one top managers from
nineteen cement factories in Iran were selected as the sample.
Structural equation modelling (SEM), specifically SMART PLS, has
been employed to assess the causal model and verify the validity and
reliability of the measurement model. The findings showed that
innovation dimensions, market orientation, and marketing strategies
had significant effects on the company’s performance.
Environmental dynamics modifies the relationship between process,
product innovation, and performance, but process innovation is
negative and significant. Finally, managerial implications and
suggestions are provided. These findings provide valuable guidance
for managers in the manufacturing sector to achieve the desired
quality with the right strategies and create appropriate innovations in
the manufacturing sector.