Impact of Technological Innovation on Marketing Effectiveness and Performance in the Mobile Phone Industry

In this study, we theorize an innovation model as a sector-based framework that initiates a phase-by-phase process of marketing operations. This significantly impacts the outcomes of performance, which is measurable. Our study considers innovation as a facilitating input that has to exceed a particular activation level to extend effectively through promotional responsiveness, distribution efficiency, pricing policy, and product innovation. Using survey data from industry employees, we evaluated professional traits and demographics of participants, their innovation awareness, and their vision of organizational outcomes. Our findings show that technological innovation has a significant impact on product innovation speed and promotion, which are the most impactful factors affecting performance findings, whereas distribution/pricing changes has comparatively minor impacts.