This research is applied in terms of objective and descriptive-correlational in terms of method. The research population included Newsad Enterprise employees in industrial city of Rasht. The sample size was determined to be 102 employees. A standard questionnaire and library and field methods were used to collect data. Structural equation modeling and Smart PLS software were used to analyze the data. The research results suggest that innovation culture has a significant effect on marketing innovation, innovation culture has a significant effect on product innovation, and marketing innovation and product innovation have a significant effect on market performance, while marketing innovation has no significant effect on product innovation.
