Purpose

This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).

Design/methodology/approach

The authors collect data from firms that abide by the ISO 14091 certifications to ensure the proper quality standards. Primary data from 384 firms are used to test the hypotheses. The results would help firms invest in technological solutions by practicing creativity over time. Additionally, the study helps explore how AB is critical in steering technological creativity for making firms climate-conscious.

Findings

The study's findings identified that OC has a positive influence on technological innovation capabilities and environmental innovation capabilities. Technological innovation capabilities have a beneficial impact on environmental sustainability. Environmental sustainability appears to have a substantial correlation with technological innovation skills. Environmental innovation capabilities positively impact environmental sustainability and organizational marketing performance. A moderating effect of gamification on the international dynamic capabilities within a relationship between organizational culture and environmental innovation capabilities exists.

Originality/value

The investigation is confined to understanding how gamification-based and non-gamification-based organizational marketing culture affects innovation capability, environmental sustainability and organizational performance through the lens of theory of organizational creativity and theory of AB.

中文翻译：

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游戏化作为一种​​创新：一种提高国际公司组织营销绩效和可持续性的工具

目的

本研究旨在基于游戏化和非游戏化组织文化 (OC) 中的国际动态能力、环境可持续性和组织营销绩效，调查研究不足的领域，即国际营销视角。本文通过组织创造力理论和行政行为 (AB) 理论，加深了对基于游戏化和非游戏化的 OC 对创新能力以及环境和组织营销绩效的影响的理解。

设计/方法/途径

作者从遵守 ISO 14091 认证的公司收集数据，以确保适当的质量标准。来自 384 家公司的原始数据用于检验假设。结果将帮助公司通过长期实践创造力来投资技术解决方案。此外，该研究有助于探索 AB 在引导技术创造力以提高企业气候意识方面的关键作用。

发现

研究发现，OC对技术创新能力和环境创新能力具有积极影响。技术创新能力对环境可持续性产生有益影响。环境可持续性似乎与技术创新技能有很大的相关性。环境创新能力对环境可持续性和组织营销绩效产生积极影响。在组织文化和环境创新能力之间的关系中，游戏化对国际动态能力有调节作用。

原创性/价值

该调查仅限于通过组织创造力理论和 AB 理论的视角，了解基于游戏化和非游戏化的组织营销文化如何影响创新能力、环境可持续性和组织绩效。