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Examining the Effect of Market Orientation on Innovativeness

På svenska

Author

  • Kayhan Tajeddini
  • Myfanwy Trueman
  • Gretchen Larsen

Summary, in English

For the past decade innovativeness, as opposed to innovation, has received considerable attention in the academic literature as well as the corporate arena because it is considered to promote a competitive advantage. This study examines the link between innovativeness and performance of SMEs in the Swiss watch industry, in terms of customer orientation, competition orientation and inter-functional coordination. It uses performance measures such as market share, percentage of new product sales to total sales and return on investment (ROI), and has developed a new research scale of innovativeness. The results show that customer orientation has a positive effect on performance as well as the level of innovativeness in each company. There are also strategic implications for CEOs and managers as far as the methodological limitations and future research directions are concerned.

Publishing year

2006

Language

English

Pages

529-551

Publication/Series

Journal of Marketing Management

Volume

22

Issue

5-6

Document type

Journal article

Publisher

Taylor & Francis, Westburn Publishers

Topic

  • Business Administration

Keywords

  • interfunctional coordination
  • competitor and market orientation
  • customer
  • innovativeness
  • company performance

Status

Published

ISBN/ISSN/Other

  • ISSN: 0267-257X