The effect of market orientation and its components on innovation consequences: a meta-analysis |
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Authors: | Amir Grinstein |
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Institution: | (1) The Marketing Department, The Harvard Business School, Harvard University, Gallatin Building C1-3B, Soldiers Field Road, Boston, MA 02163, USA |
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Abstract: | While there is a rich body of research on market orientation’s effect on business performance, much little attention has been
given to its effect on innovation consequences. This is the first meta-analytic effort to study the independent effects of
market orientation components (customer orientation, competitor orientation, interfunctional coordination) on innovation consequences.
Also, it is the first meta-analysis to study the impact of contextual characteristics on the way market orientation affects
innovation consequences. The study finds that market orientation components positively affect innovation consequences but
that competitor orientation’s effect depends on a minimum level of customer orientation. The study also suggests that the
relationship between market orientation and innovation consequences is stronger in highly competitive environments but weaker
in technology turbulent ones. Finally, findings suggest that the relationship is stronger in large firms, service companies,
and in countries characterized by high individualism and high power distance national cultures.
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Keywords: | Market orientation Innovation New products Meta-analysis Cross-national |
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