Public service performance from the perspective of marketing and innovation capabilities

ABSTRACT

This research aims to analyse the relationship between marketing capabilities and sources of innovation in public service performance. It proposes and tests a structural equations model in 259 public postal service organizations in Brazil. The study demonstrates that marketing capacities act as partial mediators between sources of innovation and organizational and innovation performance. The theoretical and practical contributions of this study reinforce and further the development of a strategic mindset focused on sources of innovation and marketing capabilities to improve public service performance, presenting an integrative model and testing different scales and dimensions for evaluating performance in the public sector.

KEYWORDS:

• Marketing capabilities
• sources of innovation
• performance
• public services

Disclosure statement

No potential conflict of interest was reported by the authors

Supplementary material

Supplemental data for this article can be accessed at https://doi.org/10.1080/14719037.2020.1856402.

Additional information

Funding

This work was supported by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior—Brasil (CAPES) [Finance Code 001].

Notes on contributors

Clóvis Teixeira Filho

Clóvis Teixeira Filho PhD Researcher in Communication Sciences at University of São Paulo (USP), Master’s in business administration at Federal University of Paraná (UFPR). Professor in undergraduate and executive courses, as well as in the authorship of didactic materials and books. Develops research in the areas of communication and consumption and marketing strategies. Email for contact: [email protected]

Fabricio Stocker

Fabricio Stocker PhD in Business Administration at University of São Paulo (FEA/USP). Visiting Scholar at  Erasmus University Rotterdam  and University of Amsterdam Business School.Professor in executive education and undergraduate courses at Brazilian School of Public and Business Administration, Getulio Vargas Foundation FGV Ebape. Develops research in the areas of Stakeholder Management, Corporate Strategy and Performance. Email for contact: [email protected]

Ana Maria Machado Toaldo

Ana Maria Machado Toaldo Associate professor at Federal University of Paraná (UFPR). PhD in Business Administration from Federal University of Rio Grande do Sul (UFRGS). She has experience in the area of Administration, with emphasis on Marketing, acting mainly on the following themes: marketing, strategy, formulation and implementation of strategies. Email for contact: [email protected]