Influence of firm's marketing capacity and its strategic integration ability on the innovative performance

Marketing and innovation are increasingly perceived as key factors of competitive advantage in a post-industrial society. The cooperation of marketing and innovation is realized through the integration of external and internal resources of the company and its partners into the innovation process. Within the framework of this article, a conceptual model is proposed to investigate the influence of the company's marketing capacity on the innovative performance. The company's competence to strategic internal and external integration is considered a mediator of influence.