Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers and Supporters

Michael Lewrick, Maktoba Omar, Robert Williams Jr., Nathalia C. Tjandra, Zui-Chih Lee

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Citations (Scopus)

Abstract

The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovative offerings and systems. This chapter aims to provide useful insights for the retailers regarding the correlation between market orientation and innovation. The chapter illustrates the differences in start-up and mature companies, and reveals new insights with regard to market orientation and its constituent elements, and its relationship with both incremental and radical innovations. Readers learn that strong competitor orientation, a key ingredient of market orientation, has a positive relationship to incremental innovation for start-up companies, but it is counterproductive for mature companies, where a strong customer orientation is associated with radical innovation. The focus is to understand the dynamics of the entrepreneur versus manager during the transition process as a company grows.
Original languageEnglish
Title of host publicationSuccessful Technological Integration for Competitive Advantage in Retail Settings
EditorsEleonora Pantano
PublisherIGI Global
Chapter11
Pages239-268
Number of pages30
ISBN (Electronic)9781466682986
ISBN (Print)9781466682979, 1466682973
DOIs
Publication statusPublished - 2015

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    Lewrick, M., Omar, M., Williams Jr., R., Tjandra, N. C., & Lee, Z-C. (2015). Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers and Supporters. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 239-268). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch011