MEDIATING ROLE OF EMPLOYEE CREATIVITY ORGANIZATIONAL CULTURE INFLUENCE ON MARKETING INNOVATION: RESEARCH ON THE BANKING SECTOR

Abstract

Examining the relevant literature that organizational culture, marketing innovation and creativity of employees more researchers was examined the relationship between the two topics such as organizational culture and organizational innovation; innovation and creativity; organizational culture and creativity of employees. From this gaps in mind, in this study was examined the mediating role of creativity of employees the influence of organizational culture on marketing innovation. For this purpose, operating 330 employees from banks in the Kayseri. Data were collected through questionnaires. Hierarchical regression analysis results were achieved the influence of organizational culture (OC) on marketing innovation (MI) the partial mediating role of employee creativity (EC).