Impact of Market Orientation, Green Innovation on Creative Performance: The Mediating Role of Sustainable Competitive Advantage

Abstract

The purpose of this study to examining the correlation between marketing orientation and green innovation with sustainable competitive advantage (SCA) and creative performance. Creative performance being a dependent variable in this research is measured by two independent variables. Many Pakistani companies are doing activities in order to provide sustainable social development benefits to the society in which they are operating. These companies are investing and managing their market orientation and green innovation initiatives for the wellbeing of the society. This study also SCA. Using empirical testing the data gathered from consumers and information collected on companies engaged in market orientation and green innovation activities the research found out that that there is a very strong correlation between marketing orientation and green innovation and SCA and creative performance. The companies who are investing on marketing orientation and green innovation activities are enjoying good consumer loyalty and the Brands they operate enjoy healthy profits and sustainable market position. It is envisaged that the model tested in this research will be implied in the future empirical research concerning marketing orientation and green innovation with SCA and creative performance.