The effect of hard and soft corporate identity & corporate performance on sustainability with an emphasis on the mediating role of innovation strategies (The National Company for distribution of petroleum products in Zanjan Province)

Abstract

This study aims to examine the impact of soft and hard corporate identity a company with an emphasis on sustainability performance the mediating role of innovation strategies as a study of the National Oil Products Distribution Company Zanjan province. Pearson correlation coefficient, ANOVA and regression analysis were used to test the research hypotheses. The relationship between the main test variables can be seen between strict corporate identity and its components with innovation strategies; therefore, special attention should be paid to improve on them. The innovation strategies has the least impact on organizational performance and despite significant relationship between soft corporate identity and innovation strategies; virtually no significant correlation was not observed between the key variables and the dependent variable sustainability of corporate performance. As a result, the executive's proposals are as follows: Strengthening of corporate culture and philosophy oil can Zanjan value and growth pattern common beliefs among individuals to better understanding of the company's performance and as a result, innovation and initiative. Certainly regard the senior directors of the National Oil Products Distribution in the province throughout the country on topics such as innovative services such as faster uploads and cheaper products by strengthening the context of the Internet and Reference distance or process innovation, for example, the removal procedure is redundant and reducing bureaucracy and administrative bureaucracy and also innovation in market through outsourcing services to contractors, yield skilled and competent innovation in the production of superior service and more advanced such as the design and construction of pump-and sites equipped and tanks safer to store products In accordance with the needs of society sustainable performance.