The effect of marketing and supply chain coordination on product innovation performance with intelligence quality

EXTENDED ABSTRACT
 
Introduction: In today's competitive world, organizations and industries, particularly in complex areas such as marketing and supply chain, are constantly seeking to improve performance and product innovation. Product innovation is recognized as one of the key factors in the success and competitiveness of organizations, as it can meet market needs and create a competitive advantage (Tidd, 2023). Furthermore, marketing and supply chain are considered two main pillars in business processes, playing a significant role in achieving these innovations (Zimmermann et al., 2016). Given the importance of these topics, numerous studies have been conducted in these areas, demonstrating that proper alignment and coordination between marketing systems and supply chains can have a significant impact on product innovation performance (Salam& Bajaba, 2023). Intelligent Quality is presented as a moderating factor in these processes. In other words, the quality of information and business intelligence can facilitate optimal decision-making in marketing and supply chain management, thereby enhancing product innovation performance (Khan et al.,2024,). This study aims to examine these relationships and the moderating role of smart quality between marketing systems, supply chain, and product innovation performance. According to previous research, many organizations, in their pursuit of creating integration between marketing and supply chain, aim to achieve strategic alignment to improve their product innovation performance (Arora et al., 2016). In this context, previous studies have shown that the success of managing product innovation is largely dependent on the quality of data and the decisions made based on it. Additionally, the supply chain is considered not only as an operational process but also as a strategy that influences innovation. The main objective of this research is to examine the relationship between marketing systems and supply chains with product innovation performance, and to analyze the role of smart quality as a moderating factor in these relationships.
Methodology: The methodology of this research is applied, descriptive, and correlational in nature.  Data was collected using a survey method, specifically through questionnaires distributed to 376 managers and experts in the automotive parts industry. The questionnaire utilized a Likert scale and was validated through expert reviews to ensure its appropriateness. For data analysis, Structural Equation Modeling (SEM) was used with the help of SmartPLS software to test the proposed hypotheses and evaluate the relationships between variables.
Discussion and Results: The results of this research reveal significant findings regarding the relationships between marketing system coordination, supply chain coordination, and product innovation performance, with the moderating effect of smart quality. In line with previous studies, this research confirms that alignment and integration between marketing and supply chain processes have a substantial impact on innovation outcomes (Seo et al., 20114). Specifically, the analysis demonstrates a strong positive relationship between marketing system coordination and product innovation performance, supporting the notion that a cohesive marketing strategy can directly drive the development and success of innovative products (De Luca et al.,2007). Moreover, the results highlight the critical role of supply chain coordination in enhancing product innovation performance. This finding is consistent with research by Lau et al (2008), who emphasize that efficient supply chain management is crucial for the timely delivery of innovative products. By integrating marketing and supply chain functions, firms can ensure the alignment of production, distribution, and customer needs, which ultimately leads to more successful product innovations. The moderating role of smart quality emerged as a key insight in this study. Intelligent Quality, in the form of data-driven decision-making and effective use of information, was found to enhance the relationship between both marketing and supply chain coordination and product innovation performance. This aligns with the work of Mushore (2017), who argue that businesses that leverage analytics and business intelligence can achieve superior performance outcomes. In this research, smart quality acted as a facilitator that amplified the effects of coordination, demonstrating that high-quality information is essential for informed decision-making and effective execution of innovation strategies. Additionally, the analysis confirmed the hypothesis that smart quality not only moderates the relationship between marketing and innovation but also plays a significant role in the interaction between supply chain coordination and innovation performance. This reinforces the idea that modern supply chains require not only operational efficiency but also the ability to adapt to changes in market demand and innovation (Ju et al., 2016). As organizations increasingly rely on data and analytics, the role of smart quality in driving innovation becomes even more crucial (Mushore, 2017). In conclusion, the results of this research support the theoretical framework and hypotheses, confirming that effective coordination between marketing and supply chain, enhanced by smart quality, can significantly improve product innovation performance. This study contributes to the growing body of literature that links organizational coordination, smart quality, and innovation, providing valuable insights for managers and decision-makers in industries striving to improve innovative outcomes.
Conclusion: This research highlights the significant impact of marketing system coordination and supply chain integration on product innovation performance, with a key focus on the moderating role of smart quality. The findings confirm that cohesive marketing strategies directly enhance innovation, while effective supply chain coordination ensures timely, cost-effective delivery of innovative products. For industries like automotive parts, characterized by rapid technological changes, this research underscores the importance of aligning marketing and supply chain functions, as well as leveraging smart quality for informed decision-making. Managers are encouraged to focus on these areas to optimize innovation and maintain a competitive advantage.