The Effect of Organizational Innovation as a Socio-Technical Innovation on Marketing Performance and Competitiveness

Organizational innovation OI, a success driver of organizations, is considered vital for firms survival and competitiveness. It helps organizations to take advantage of their core competencies and transform them into a high level of performance and competitiveness. Although efforts are dedicated to clearly explore the importance of organizational innovation, there still more efforts needed to be dedicated to explore its importance and effects which make experts believe that organizational innovations receive lower priority than technological innovations This study investigates the importance and effects of organizational innovation on organizations performance and competitiveness. Inspired with the main typologies for organizational innovation, the study accept the idea of OI as an output which is the combination of the new practices, techniques, processes which take place in either technical or social core. First, the study starts with an introduction where the scope and purpose are concisely stated. Second, a theoretical background and prior researches related to the subject matter are introduced. Third, the research hypotheses and methodology are presented. Finally, research discussion and data analysis are illustrated to conclude the study findings. The study is a descriptive -survey research. The descriptive part was to collect data related to theoretical background and literature review about the topic. A survey study was conducted to test the research hypotheses. The statistical population consists of a sample of 226 banks drawn randomly from the Egyptian market and collected data were subjected to correlation and regression analyses in pursuance of the study's stated objectives. The results indicate that there are significant relationships between organizational innovation and banks marketing performance and competitiveness.