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

Journal of Technology Management & Innovation

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Title Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation
 
Creator Lewrick, Michael
Omar, Maktoba
Williams, Jr., Robert L.
 
Subject Innovation, Market Orientation, Customer Orientation, Competitor Orientation
 
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.
 
Publisher Facultad de Economía y Negocios, Universidad Alberto Hurtado
 
Contributor none
 
Date 2011-08-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
 
Format application/pdf
 
Identifier http://www.jotmi.org/index.php/GT/article/view/art206
10.4067/S0718-27242011000300004
 
Source Journal of Technology Management & Innovation; Vol 6, No 3 (2011); 48-62
Journal of Technology Management & Innovation; Vol 6, No 3 (2011); 48-62
0718-2724
 
Language eng
 
Relation http://www.jotmi.org/index.php/GT/article/view/art206/638
http://www.jotmi.org/index.php/GT/article/downloadSuppFile/art206/42