Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation

Article English OPEN
Michael Lewrick; Maktoba Omar; Robert L. Williams, Jr.;
(2011)
  • Publisher: Universidad Alberto Hurtado
  • Journal: Journal of Technology Management & Innovation (issn: 0718-2724)
  • Related identifiers: doi: 10.4067/S0718-27242011000300004
  • Subject: Innovation | Technology (General) | competitor orientation | T | market orientation | Technology | customer orientation | Innovation, Market Orientation, Customer Orientation, Competitor Orientation | T1-995

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 stud... View more
  • References (3)

    KAHN, K. B. (2001), “Market Orientation, Interdepartmental Integration, and Product Development Performance,” Journal of Product Innovation Management, 18, 5, 314-23

    KARA, A., Spillan, J.E. and Oscar W. D. (2005), “The Effect of a Market Orientation on Business Performance: A study of Small-Sized Service Retailers using MARKOR scale,” Journal of Small Business Management, 43, 2, 105-18 LEONARD-BARTON, D. and Doyle, J.L. (1996), “Commercializing Technology: Imaginative Understanding of User Needs,” in Engines of Innovation, Richard S. Rosenbloom and William J. Spencer, eds. Boston, Harvard Business School Press, 177-208

    LEVITT, Theodore (1960), Marketing Myopia, Harvard Business Review, 38, 4, 45-57

  • Metrics
    No metrics available