Abstract:

Marketing departments of organizations implement innovations in various activities they carry out in the face of changing environmental conditions. The level of adoption of these innovations by marketing employees can be different. In this study, it is aimed to reveal the individual innovativeness levels of marketing employees and to determine whether there is a difference in terms of some demographic variables. In the study, in which the descriptive research model was adopted, the data were obtained from 391 marketing employees through an online survey. In the analysis of the collected data; descriptive statistics, independent samples t-test and One-way ANOVA were used. The individual innovativeness scale mean score of the marketing employees was found to be 72.68 (n=391, sd=9.37). As a result of the analysis; It has been determined that the individual innovativeness levels of marketing employees are predominantly in the "pioneer" category. The innovativeness level scores of the participants; there is no significant difference in terms of age, gender, working time, management level (position). On the other hand, it has been observed that there is a significant difference in terms of education level and the sector. The innovation level of graduates and post-graduates is higher than high school graduates, and those working in the production sector are higher than those working in the service sector. As a result of the research, it has been concluded that marketing employees have a very innovative average score, and it is important for those who will work in the field of marketing to be open to new ideas and to adopt innovations quickly.

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