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Examining the Effect of Market Orientation on Innovativeness

Tajeddini, Kayhan LU ; Trueman, Myfanwy and Larsen, Gretchen (2006) In Journal of Marketing Management 22(5-6). p.529-551
Abstract
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
; and
publishing date
type
Contribution to specialist publication or newspaper
publication status
published
subject
keywords
interfunctional coordination, competitor and market orientation, customer, innovativeness, company performance
categories
Popular Science
in
Journal of Marketing Management
volume
22
issue
5-6
pages
529 - 551
publisher
Taylor & Francis
ISSN
0267-257X
DOI
10.1362/026725706777978640
language
English
LU publication?
no
id
569c5cb1-57af-4e42-8511-6e0b222cc87f (old id 5385662)
date added to LUP
2016-04-01 11:36:08
date last changed
2018-11-21 19:58:12
@misc{569c5cb1-57af-4e42-8511-6e0b222cc87f,
  abstract     = {{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.}},
  author       = {{Tajeddini, Kayhan and Trueman, Myfanwy and Larsen, Gretchen}},
  issn         = {{0267-257X}},
  keywords     = {{interfunctional coordination; competitor and market orientation; customer; innovativeness; company performance}},
  language     = {{eng}},
  number       = {{5-6}},
  pages        = {{529--551}},
  publisher    = {{Taylor & Francis}},
  series       = {{Journal of Marketing Management}},
  title        = {{Examining the Effect of Market Orientation on Innovativeness}},
  url          = {{http://dx.doi.org/10.1362/026725706777978640}},
  doi          = {{10.1362/026725706777978640}},
  volume       = {{22}},
  year         = {{2006}},
}