Investigating the impact of marketing resources on the willingness of owners to radical innovation with the moderating role of environmental dynamics and family-specific resources (case study: households with family businesses in Abadan)

Some family companies are more willing to innovate than other companies. Being innovative helps companies to deal with the complexity and change of the rapidly increasing turbulent external environment. In such a situation, companies that have the necessary resources for innovation are able to respond to challenges faster, extract new products and get better opportunities than organizations that lack innovation. In the meantime, marketing resources can reduce or increase activities related to fundamental innovation. Although marketing resources only provide a partial understanding of the willingness of family companies to innovate, unless the family's specific resources (such as patient capital and social capital) are also considered in the dynamic and changing environment of the company for a more comprehensive analysis of the willingness. To make fundamental innovation.The purpose of this research is to investigate the effect of marketing resources on the willingness of owners to radical innovation with the moderating role of the dynamics of the environment and specific family resources (study). Case: households with family business in Abadan city. In this research, 374 members of households with family businesses in Abadan city in 1401 were considered as a statistical sample by simple random sampling method. A standard questionnaire was used to collect data. The results of the research using PLS software have shown that market knowledge, reputation, relational resources and technological resources have an effect on the willingness of owners to radical innovation. Also, family social capital, family patience capital and environmental dynamics moderate the relationship between marketing resources and owners' willingness to radical innovation.