摘要：Findings from many studies on the relationships between strategic market orientations and firm performance have led to posit some mediating variables. One ofsuch variables has been innovation. Furthermore, some research studies conclude that there are two different types ofinnovation processes which could lead to a sustainable competitive advantage , i.e., product innovation and management innovation. The present research focuses on the effects ofboth kinds ofinnovation on the relationship between different strategic market orientations and retailing firms? performance.
