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Sri Mulyono
APIKES Mitra Husada Karanganyar
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Journal : Fundamental and Applied Management Journal

 1 
Roles of Marketing Innovation Strategies for Company Performance: A Systematic Literature Review Investigation Mulyono, Sri
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.749

Abstract

Marketing innovation strategies are increasingly recognized as critical drivers of company performance. However, many firms fail to effectively align these strategies with their performance objectives, leading to inefficiencies and reduced competitiveness. This study aims to examine the role of marketing innovation strategies in enhancing company performance across different contexts. To achieve this objective, a systematic literature review (SLR) was conducted using the PRISMA approach, analyzing articles published between 2019 and 2024 and indexed in the Scopus database, focusing on marketing innovation, market strategies, and the roles of marketing innovation strategy. The findings reveal that marketing innovation has a direct and positive impact on company performance by enhancing customer value, strengthening customer loyalty, improving financial outcomes, and supporting sector-specific competitiveness in industries such as Islamic banking. In addition, marketing innovation is closely linked to product innovation, and their integration leads to stronger performance outcomes. The results also indicate that external innovation partnerships significantly strengthen marketing innovation strategies by providing access to additional resources and capabilities. Furthermore, the impact of innovation varies depending on firm size, with larger firms benefiting more from broader innovation approaches, whereas smaller firms tend to prioritize process-based innovations for immediate gains. This study concludes that marketing innovation strategies must be strategically aligned with organizational capabilities and contextual conditions to effectively improve company performance, offering important implications for managers and policymakers in developing more adaptive and integrated innovation strategies.
Co-Authors A. Faroby Falatehan Abdillah, Minan Ade Onny Siagian Aghni Aulia Aziz Ahmad Jalaluddin, Ahmad Ainun Najib Albasri Aliman Aliman Andika, Ardhi Dwi Anwar Arif, Asrianti Aslan Aslan, Aslan Ayomi, Andreas C. Badie'ah, Badie'ah Badieah Assegaf Badie’ah, Badie’ah Baehaqi Bhimo Rizky Samudro, Bhimo Rizky Dedy Arisjulyanto Denpharanto Agung Krisprimandoyo Edward Kurniawan Saputra Letsoin Eva Desembrianita Faisal Danu Tuheteru Gholib, Tsabit Ghufron, G Habibi, Muhammad Syihab HADI PERISTIWO, HADI Haris, Ibnu Hermawan, Hildan Mulyo Hidayat, Ilham Himawan, Ade Husna Ika Purnama Sari Irawati, Intan Josua Panatap Soehaditama Jusman, Ikhsan Amar Kaswoto, Junet Kusuma, Ardhanari H. Malintang, Jimmy Mangkusuwondo, Suhadi Markus Mofu, Renald Marzuki . Mofu, Renold Muhammad Muhammad Aria Wahyudi Mukaromah, Naela Mulyani, Wiwiek Nelly Nur Anna Chalimah Sadyah Nuraprila, Shintia Nurmiati, Ai Siti Octasylva, Annuridya Rosyidta Pratiwi Pamungkas, Akbar Ilham Perwitasari, Erni Pratiwi Poetro, Bagus Satrio Waliyo Poetro, Bagus Satrio Waluyo Prasetyo, Fitria Madaniah Primadi Candra Susanto Putra, Purniadi Putra, Wira Pramana Putri, Nadira Awalia Rachman, Zamhuri Rahma, Wilda Rafika Rahmi Rahmi Rahmiyanti, Sev Ramadani, Ika Riansyah, Andi Riziq, Alvin Yusuf Rozi, Muhammad Faris Fahru Sam Farisa Chaerul Haviana Saputra, Didin Hadi Satyagraha, Muhammad Thifan Septiatin, Aziz Soedomo, R. Pramono Soedomo, R. Pramono Sri Sugiarsi Sudarmanto, Eko Suhardi, Muhamad Sulaiman, Noor Suhana Sulfarid, Sulfarid Sumardi . Sungkowati, Sri Suryani . Susanti, Yuanita Sutrisnon, Trismianto Asmo Syakhrani, H. Abdul Wahab Syamsuddin, Nurfiani Tarjono, Tarjono Trismianto Asmo Sutrisno Tuheteru, Edy Jamal Vani Aulia Pramesti Wiwin Rahmawati Nurdin Yacob, Azliza Yuliastuti, Hilda Zahrul Fuadi Zulvia Trinova