Exploring the Impact of Innovation on Market Performance in Business Groups: A Mixed-Methods Study

This study investigates the relationship between innovation (product and process innovations) and market performance within business groups, employing a mixed-methods research design that integrates quantitative and qualitative analyses. The study is underpinned by a theoretical framework that draws on innovation theory, marketing effectiveness, and business performance literature. Through a stratified random sampling of medium to large enterprises within the high-tech industry, quantitative data were gathered from 300 business groups using a designed survey. Qualitative insights were derived from semi-structured interviews with key executives and case studies of selected business groups exhibiting a range of innovation outcomes.