In this study, we theorize an innovation model as a sector-based framework that initiates a phase-by-phase process of marketing operations. This significantly impacts the outcomes of performance, which is measurable. Our study considers innovation as a facilitating input that has to exceed a particular activation level to extend effectively through promotional responsiveness, distribution efficiency, pricing policy, and product innovation. Using survey data from industry employees, we evaluated professional traits and demographics of participants, their innovation awareness, and their vision of organizational outcomes. Our findings show that technological innovation has a significant impact on product innovation speed and promotion, which are the most impactful factors affecting performance findings, whereas distribution/pricing changes has comparatively minor impacts.
Oke, “Innovation types and innovation management practices in service companies,” International Journal of Operations & Production Management, vol. 27, no. 6, pp. 564–587, May 2007, doi: 10.1108/01443570710750268.
R. Dvir and E. Pasher, “Innovation engines for knowledge cities: an innovation ecology perspective,” Journal of Knowledge Management, vol. 8, no. 5, pp. 16–27, Oct. 2004, doi: 10.1108/13673270410558756.
J. Henri, “Performance measurement and organizational effectiveness: bridging the gap,” Managerial Finance, vol. 30, no. 6, pp. 93–123, Jun. 2004, doi: 10.1108/03074350410769137.
J. MacVaugh and F. Schiavone, “Limits to the diffusion of innovation,” European Journal of Innovation Management, vol. 13, no. 2, pp. 197–221, Apr. 2010, doi: 10.1108/14601061011040258.
S. A. Sanni, Z. A. Ngah, N. H. A. Karim, N. Abdullah, and M. Waheed, “Using the diffusion of innovation concept to explain the factors that contribute to the adoption rate of e-journal publishing,” Serials Review, vol. 39, no. 4, pp. 250–257, Nov. 2013, doi: 10.1016/j.serrev.2013.10.001.
X. Lan, Z. Li, and Z. Wang, “An investigation of the innovation efficacy of Chinese photovoltaic enterprises employing three-stage data envelopment analysis (DEA),” Energy Reports, vol. 8, pp. 456–465, Jun. 2022, doi: 10.1016/j.egyr.2022.05.093.
J. Chai, W. Fan, and J. Han, “Does the energy efficiency of power companies affect their industry status? A DEA analysis of listed companies in thermal power sector,” Sustainability, vol. 12, no. 1, p. 138, Dec. 2019, doi: 10.3390/su12010138.
T.-X. Lin, Z.-H. Wu, and J.-J. Yang, “The evaluation of innovation efficiency of China’s high-tech manufacturing industry based on the analysis of the three-stage network DEA-Malmquist model,” Production Planning & Control, pp. 1–13, Mar. 2023, doi: 10.1080/09537287.2023.2165189.
K. Kalapouti, K. Petridis, C. Malesios, and P. K. Dey, “Measuring efficiency of innovation using combined Data Envelopment Analysis and Structural Equation Modeling: empirical study in EU regions,” Annals of Operations Research, vol. 294, no. 1–2, pp. 297–320, Dec. 2017, doi: 10.1007/s10479-017-2728-4.
Zhang, Y. Luo, and Y.-H. Chiu, “Efficiency evaluation of China’s high-tech industry with a multi-activity network data envelopment analysis approach,” Socio-Economic Planning Sciences, vol. 66, pp. 2–9, Jul. 2018, doi: 10.1016/j.seps.2018.07.013.
Firsova, G. Chernyshova, and R. Tugusheva, “Approaches to Efficiency Assessing of Regional Knowledge-Intensive Services Sector Development using data Envelopment analysis,” Mathematics, vol. 10, no. 2, p. 173, Jan. 2022, doi: 10.3390/math10020173.
J. Hojnik, M. Ruzzier, M. K. Ruzzier, B. Sučić, and B. Soltwisch, “Challenges of demographic changes and digitalization on eco-innovation and the circular economy: Qualitative insights from companies,” Journal of Cleaner Production, vol. 396, p. 136439, Feb. 2023, doi: 10.1016/j.jclepro.2023.136439.
B.-O. Linnér and V. Wibeck, “Drivers of sustainability transformations: leverage points, contexts and conjunctures,” Sustainability Science, vol. 16, no. 3, pp. 889–900, Apr. 2021, doi: 10.1007/s11625-021-00957-4.
J. A. Antončič, J. Hojnik, M. Ruzzier, M. K. Ruzzier, and B. Soltwisch, “The role of demographic changes and digitalization in Eco-Innovations and their effects on the growth of companies,” Sustainability, vol. 16, no. 14, p. 6203, Jul. 2024, doi: 10.3390/su16146203.
T. Tshetshema and K.-Y. Chan, “A systematic literature review of the relationship between demographic diversity and innovation performance at team-level,” Technology Analysis and Strategic Management, vol. 32, no. 8, pp. 955–967, Mar. 2020, doi: 10.1080/09537325.2020.1730783.
L. Bretschger, “Economics of technological change and the natural environment: How effective are innovations as a remedy for resource scarcity?,” Ecological Economics, vol. 54, no. 2–3, pp. 148–163, Apr. 2005, doi: 10.1016/j.ecolecon.2004.12.026.
Camisón and A. Villar-López, “Non-technical innovation: Organizational memory and learning capabilities as antecedent factors with effects on sustained competitive advantage,” Industrial Marketing Management, vol. 40, no. 8, pp. 1294–1304, Oct. 2011, doi: 10.1016/j.indmarman.2011.10.001.
Aggarwal, H. K. Baker, and N. A. Joshi, “Organizational Innovation as Business Strategy: A review and Bibliometric analysis,” Journal of the Knowledge Economy, vol. 16, no. 2, pp. 6550–6576, Feb. 2024, doi: 10.1007/s13132-024-01830-2.
S. Ram, “Successful Innovation using strategies to reduce consumer resistance An empirical test,” Journal of Product Innovation Management, vol. 6, no. 1, pp. 20–34, Mar. 1989, doi: 10.1111/1540-5885.610020.
Naidoo, “Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy,” Industrial Marketing Management, vol. 39, no. 8, pp. 1311–1320, Mar. 2010, doi: 10.1016/j.indmarman.2010.02.005.
CRediT Author Statement
The author reviewed the results and approved the final version of the manuscript.
Acknowledgements
We would like to thank Reviewers for taking the time and effort necessary to review the manuscript. We sincerely appreciate all valuable comments and suggestions, which helped us to improve the quality of the manuscript.
Funding
No funding was received to assist with the preparation of this manuscript.
Ethics declarations
Conflict of interest
The authors have no conflicts of interest to declare that are relevant to the content of this article.
Availability of data and materials
No data available for above study.
Author information
Contributions
All authors have equal contribution in the paper and all authors have read and agreed to the published version of the manuscript.
Corresponding author
Syifa Rizki Amelia
Faculty of Engineering, Binus University, Kemanggisan, Palmerah Jakarta, 11480 Indonesia.
Open Access This article is licensed under a Creative Commons Attribution NoDerivs is a more restrictive license. It allows you to redistribute the material commercially or non-commercially but the user cannot make any changes whatsoever to the original, i.e. no derivatives of the original work. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/
Cite this article
Syifa Rizki Amelia, “Impact of Technological Innovation on Marketing Effectiveness and Performance in the Mobile Phone Industry”, Journal of Enterprise and Business Intelligence, vol.6, no.1, pp. 020-031, January 2026. doi: 10.53759/5181/JEBI202606003.
