The Impact of Marketing Foresight on Customer Perceived Value

The Mediating Role of Value Innovation

Abstract

Rapid changes in consumer preferences, technology, competition, and market uncertainty have increased the importance of organizational capabilities that enable firms to anticipate emerging market conditions rather than merely react to them. This study develops and tests a model in which value innovation mediates the relationship between marketing foresight and customer perceived value. A quantitative, cross-sectional design was specified, with marketing foresight as the independent variable, value innovation as the mediator, and customer perceived value as the dependent variable. For manuscript development and statistical demonstration, a 150 consumer dataset measured on five-point Likert scales was analyzed using reliability analysis, descriptive statistics, Pearson correlation, ordinary least squares regression, and a PROCESS Model 4 equivalent. The three scales showed good internal consistency, the marketing foresight was positively associated with customer perceived value and value innovation, both predictors were entered simultaneously, value innovation remained positively related to customer perceived value, while the direct effect of marketing foresight remained significant. The indicating partial mediation in the developed model, so the findings illustrate a coherent mechanism in which future-oriented marketing capability can be converted into customer value through value innovation.