Abstract:

In the rapidly growing competitive business environment in recent years, the importance of strategic business partnerships that companies make with their supply chain partners and their supply chain partners participate in the innovation process has gained importance by companies. In this regard, the supply chain of companies, customer integration and product innovation capacity, are important issues to be focused on. In this study, the impact of customer integration on company performance, the intermediate impact of product innovation capacity is studied. For this purpose, data were collected from 96 manufacturing companies selected among the first 1000 exporters companies. The research model was primarily analyzed by the structural equality model. The analysis found that customer integration significantly affects the company’s performance and product innovation capacity in a positive direction. It has also been found that the product innovation capacity also significantly affects the company’s performance in a positive direction. According to the process macro method of mediation test, the impact of customer integration on the performance of the company has been found that the capacity for product innovation has a mediation role.

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