“Impact of Innovation Orientation on Traditional Marketing Performance and Digital Marketing: A study of Cafés and Restaurants”

Abstract

Innovation orientation plays an essential role in enhancing marketing performance (Nadrol et al., 2010). Food businesses are more market and learning oriented usually face powerful competition that tends them to be more innovative (Salavou, Baltas and Lioukas, 2004). In current competitive environment Food business need to be more innovation-focused in order to sustain in the market. Purpose The purpose of the study is to examine the impact of Innovation orientation on Traditional and Digital Marketing performance within café and restaurant in Islamabad city of Pakistan. Methodology The target audience for this study was food sector Food business located in Islamabad and Peshawar. The sample consisted of 150 respondents including restaurant owners, managers and other respective employees of management. The study used survey instrument for data collection. Regression and correlation tests were run for the analysis of the collected data. Correlation test shows that all the variables are positively correlated. Regression test shows that innovation orientation has positive and significant impact on traditional and digital marketing performance. Findings The study illustrates that Innovation orientation is directly related to Traditional and Digital Marketing Performance. Implications This study will help the owners, managers and employees of restaurants to understand how does innovation orientation enhances the marketing performance within a restaurant. The study will further assist restaurant owners and managers to provide support to the innovative employees regarding timely innovations for increasing satisfaction among employees that will ultimately enhance the marketing performance of the organization.