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

Michael Lewrick, Maktoba Omar, Robert L. Williams Jr.

Research output: Contribution to journalArticle

19 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)48-61
Number of pages13
JournalAsian Journal of Technology Innovation
Volume6
Issue number3
DOIs
Publication statusPublished - 2011

Fingerprint

Innovation
Industry
Innovators
Customer orientation
Market orientation
Competitor orientation
Incremental innovation
Start-up
Radical innovation
Interrelationship
Start-up companies
Business success

Keywords

  • Innovation
  • Market Orientation
  • Customer Orientation
  • Competitor Orientation

Cite this

Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation. / Lewrick, Michael; Omar, Maktoba; Williams Jr., Robert L.

In: Asian Journal of Technology Innovation, Vol. 6, No. 3, 2011, p. 48-61.

Research output: Contribution to journalArticle

@article{06b1f3f8606b4749bc907cff3bc68a16,
title = "Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation",
abstract = "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.",
keywords = "Innovation, Market Orientation, Customer Orientation, Competitor Orientation",
author = "Michael Lewrick and Maktoba Omar and {Williams Jr.}, {Robert L.}",
year = "2011",
doi = "10.4067/S0718-27242011000300004",
language = "English",
volume = "6",
pages = "48--61",
journal = "Asian Journal of Technology Innovation",
issn = "1976-1597",
publisher = "Routledge",
number = "3",

}

TY - JOUR

T1 - Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation

AU - Lewrick, Michael

AU - Omar, Maktoba

AU - Williams Jr., Robert L.

PY - 2011

Y1 - 2011

N2 - 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.

AB - 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.

KW - Innovation

KW - Market Orientation

KW - Customer Orientation

KW - Competitor Orientation

U2 - 10.4067/S0718-27242011000300004

DO - 10.4067/S0718-27242011000300004

M3 - Article

VL - 6

SP - 48

EP - 61

JO - Asian Journal of Technology Innovation

JF - Asian Journal of Technology Innovation

SN - 1976-1597

IS - 3

ER -