Efficacy of Marketing in Innovation Processes

The objectives of the study was to examine the relationship between INI (Internationalization networking & innovativeness) and the Firm Performance, to determine the extent to which Marketing affect source of information in innovation processes and also to investigate the relationship between Market Orientation and Product Innovativeness. This research employed survey research design. Primary method of data collection was used for this study which includes interview and questionnaire tools to gather relevant data. 172 employees of ten multinational innovative firms were purposefully selected for the study. Sample size of 120 respondents was used to conduct the research. The researcher adopted Stratified sampling & Purposive sampling to select the respondents of the study. The cronbach Alpha was employed to assess the reliability of the data. The study made use of statistical tools which include: SPSS, analysis of variance (ANOVA), correlation efficient in testing hypotheses where applicable. The study found out that there exist a significance relationship between INI (Internationalization networking & innovativeness) and the Firm Performance