Organizational innovations on marketing activities with the mediation of organizational culture in recreating urban spaces

The survival of organizations depends on finding new methods of innovation, creating products and processes, and marketing activities can be considered value innovation, because they can create an uncompetitive market for a developed service or product. Also, organizational culture has become increasingly important and has formed the main and focal foundations of management. In the current research, which is applied and the method of carrying it out is a descriptive survey, and the statistical population is all the employees of Mashhad Municipality's urban spaces regeneration organization, and due to the importance of the opinion of all employees, the enumeration method was used to collect information, and the validity and reliability of the questionnaire was based on The research questions were measured by SPS software and Cronbach's alpha coefficient, which is equal to 0.948.To test the research hypotheses, SPS and SmartPLS software and path coefficient test and t-statistic were used; The result showed that 41.7 and 44.4 percent of marketing activities are influenced by individual and organizational innovations, respectively. 47.9 and 69.2 percent of organizational culture is influenced by individual and organizational innovations. Organizational innovation has a greater effect on two dependent and mediating variables. Also, 75.4% of marketing activities were influenced by organizational culture.