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 character- istics 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 individ- ualism and high power distance national cultures.
| Original language | English |
|---|---|
| Pages (from-to) | 166-173 |
| Number of pages | 8 |
| Journal | Journal of the Academy of Marketing Science |
| Volume | 36 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Feb 2008 |
Fingerprint
Keywords
- Cross-national
- Innovation
- Market orientation
- Meta-analysis
- New products
Cite this
}
The effect of market orientation and its components on innovation consequences : A meta-analysis. / Grinstein, A.
In: Journal of the Academy of Marketing Science, Vol. 36, No. 2, 02.2008, p. 166-173.Research output: Contribution to Journal › Article › Academic › peer-review
TY - JOUR
T1 - The effect of market orientation and its components on innovation consequences
T2 - A meta-analysis
AU - Grinstein, A.
PY - 2008/2
Y1 - 2008/2
N2 - 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 character- istics 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 individ- ualism and high power distance national cultures.
AB - 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 character- istics 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 individ- ualism and high power distance national cultures.
KW - Cross-national
KW - Innovation
KW - Market orientation
KW - Meta-analysis
KW - New products
UR - http://www.scopus.com/inward/record.url?scp=67249099564&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=67249099564&partnerID=8YFLogxK
U2 - 10.1007/s11747-007-0053-1
DO - 10.1007/s11747-007-0053-1
M3 - Article
VL - 36
SP - 166
EP - 173
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
SN - 0092-0703
IS - 2
ER -