Investigating the impact of innovation on organisational performance given the mediating role of organisational culture and the moderating role of market demand

摘要

This study aimed to investigate the impact of product innovation on organisational performance, taking into account the mediating role of organisational culture and the moderating role of market demand in tourism agencies of Isfahan province in Iran. The required data has been collected based on the research model through a questionnaire distributed among the sample population, and structural equation modelling has been used to examine the relationship between variables and test the hypotheses. The results showed that all five hypotheses were confirmed at 95% confidence level. In other words, according to the first hypothesis, product innovation affects organisational performance. According to the second hypothesis, product innovation has a significant effect on organisational culture. According to the third hypothesis, organisational culture has a significant impact on organisational performance. According to the fourth hypothesis, market demand as a moderating variable has a significant effect on the relationship between product innovation and organisational performance. According to the fifth hypothesis, market demand as a moderating variable has a significant effect on the relationship between product innovation and organisational culture.