Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation
The concepts of market orientation and innovation and their interrelationship with business success have been explored from a number of perspectives. However, research in this area has not explored the differences between start-up and mature companies. The research study acquired data from over two...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universidad Alberto Hurtado
2011-08-01
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| Series: | Journal of Technology Management & Innovation |
| Subjects: | |
| Online Access: | https://www.jotmi.org/index.php/GT/article/view/744 |
| _version_ | 1797848398585397248 |
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| author | Michael Lewrick Maktoba Omar Robert L. Williams, Jr. |
| author_facet | Michael Lewrick Maktoba Omar Robert L. Williams, Jr. |
| author_sort | Michael Lewrick |
| collection | DOAJ |
| description | The concepts of market orientation and innovation and their interrelationship with business success have been explored from a number of perspectives. However, research in this area has not explored the differences between start-up and mature companies. The research study acquired data from over two hundred Chief Operating Officers (CEO’s) and Managing Directors from both start-up and mature companies. The results illustrate the differences in both types of company and reveals new insights with regard to market orientation and its constituent elements and its relationship with both incremental and radical innovations. Key research results are that strong competitor orientation, a key ingredient of market orientation, has positive relationship to incremental innovation for start-up companies but it is contra productive for mature companies. In mature organizations a strong customer orientation is associated with radical innovation. |
| first_indexed | 2024-04-09T18:26:52Z |
| format | Article |
| id | doaj.art-b69d951d84624df1aa071caa826f2ebb |
| institution | Directory Open Access Journal |
| issn | 0718-2724 |
| language | English |
| last_indexed | 2024-04-09T18:26:52Z |
| publishDate | 2011-08-01 |
| publisher | Universidad Alberto Hurtado |
| record_format | Article |
| series | Journal of Technology Management & Innovation |
| spelling | doaj.art-b69d951d84624df1aa071caa826f2ebb2023-04-11T20:02:16ZengUniversidad Alberto HurtadoJournal of Technology Management & Innovation0718-27242011-08-016310.4067/S0718-27242011000300004635Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor OrientationMichael Lewrick0Maktoba Omar1Robert L. Williams, Jr.2Dr Readr in Marketing strategyEdinburgh Napier University, The Business School, School of Marketing,Tourism and Languages, Craiglockhart Campus, Edinburgh, EH14 1DJ Email: m.omar@napier.ac.ukAssistant Professor of Marketing, Saint Mary’s College, Department of Business and Economics, Notre Dame, IN 46556-5001 Email: rlwjr@saintmarys.eduThe concepts of market orientation and innovation and their interrelationship with business success have been explored from a number of perspectives. However, research in this area has not explored the differences between start-up and mature companies. The research study acquired data from over two hundred Chief Operating Officers (CEO’s) and Managing Directors from both start-up and mature companies. The results illustrate the differences in both types of company and reveals new insights with regard to market orientation and its constituent elements and its relationship with both incremental and radical innovations. Key research results are that strong competitor orientation, a key ingredient of market orientation, has positive relationship to incremental innovation for start-up companies but it is contra productive for mature companies. In mature organizations a strong customer orientation is associated with radical innovation.https://www.jotmi.org/index.php/GT/article/view/744InnovationMarket OrientationCustomer OrientationCompetitor Orientation |
| spellingShingle | Michael Lewrick Maktoba Omar Robert L. Williams, Jr. Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation Journal of Technology Management & Innovation Innovation Market Orientation Customer Orientation Competitor Orientation |
| title | Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation |
| title_full | Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation |
| title_fullStr | Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation |
| title_full_unstemmed | Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation |
| title_short | Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation |
| title_sort | market orientation and innovators success an exploration of the influence of customer and competitor orientation |
| topic | Innovation Market Orientation Customer Orientation Competitor Orientation |
| url | https://www.jotmi.org/index.php/GT/article/view/744 |
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