The Role of International Entrepreneurial Culture, Two-Way Innovation and Dynamic Marketing Capabilities on Innovation Performance

In recent decades, innovation has been considered as one of the essential factors of economic development and growth. In this regard, paying attention to the promotion of international entrepreneurship culture and taking advantage of dynamic marketing capabilities can facilitate the improvement and acceleration of the innovation process and increase its efficiency. The main purpose of this research is to investigate the role that international entrepreneurial culture, two-way innovation and dynamic marketing capabilities play in improving the performance of the innovation process.

The current research was descriptive-survey based on nature and applied in terms of purpose. The study population included 1700 employees of a production Company, and 350 employees were selected as a sample using Cochran's formula. In this research, the simple random sampling method, the library and field method, and the standard questionnaire tool of Bochiria et al. (2020) were used. SPSS and PLS software and the structural equation model were used to analyze the data.

The results of data analysis showed that two-way innovation mediates the relationship between international entrepreneurial culture and innovation performance and marketing capabilities, marketing capabilities mediate the relationship between international entrepreneurial culture and innovation performance, marketing capabilities mediate the relationship between two-way innovation and innovation performance. mediates, the dynamism of the environment moderates the relationship between international entrepreneurial culture and two-way innovation and marketing capabilities, international entrepreneurial culture has a positive effect on two-way innovation and international entrepreneurial culture has a positive effect on marketing capabilities.

Managers of the statistical population should pay special attention to the development and promotion of the international entrepreneurial culture and their marketing capabilities. In addition, these companies need to develop plans and strategies to implement two-way innovation and increase the dynamism of their environment. As a result, due to the positive effect of these factors on innovation performance, these companies can experience continuous improvement and development and increase their competitiveness in the market.