Product Innovation Agility and Marketing Performance: The Role of Adaptive Capability and Customer Orientation

Abstract

Customer orientation drives product innovation agility through an understanding of customer needs, competitor focus, and functional coordination, which in turn enhances marketing performance, such as sales growth and market share. Product innovation agility then mediates this relationship by indirectly improving marketing performance, as rapid innovation generates competitive advantages such as increased customer satisfaction and sales. This article aims to analyze the influence of adaptive capability and customer orientation on marketing performance, as well as the mediating role of product innovation agility in the Wondr app. A quantitative approach was used with a sample of 3,904 Wondr app users. Data were collected via a questionnaire and analyzed using SmartPLS. The results confirm that successful marketing performance is highly dependent on a company’s ability to rapidly innovate products as an adaptive response to changes in the market environment. Adaptive capability has the key and greatest influence on improving marketing performance when supported by strong product innovation agility.