Effect of Leadership Style & Customer Orientation on Marketing Innovation Mediating Role of Employee Empowerment & Moderating Role of Organizational Culture

Abstract

The main purpose of this research is to investigate the effect of Leadership style on Marketing Innovation. Furthermore, the objective is also to examine the effect of Customer orientation on Marketing Innovation. Moreover, the study investigates the mediating role of Employee Empowerment between Leadership style, Customer orientation, and Marketing Innovation. Lastly, the study examines the moderating role of Organizational Culture between Leadership style, Customer orientation, and Marketing Innovation. The current research design is quantitative in nature, grounded in a positivist philosophy. The population for this study was not specified. The sample size of the current study is 300 respondents. The findings of the current research indicated that there is a significant effect of Leadership style on Marketing innovation. Furthermore, the findings also indicated a significant effect of Customer orientation on Marketing innovation. Moreover, the findings revealed a significant mediating role of Employee Empowerment between Leadership style, Customer orientation, and Marketing Innovation. Lastly, the findings indicated a significant moderating role of Organizational Culture between Leadership style, Customer orientation, and Marketing Innovation.