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

Authors

  • Michael Lewrick Dr Readr in Marketing strategy
  • Maktoba Omar Edinburgh Napier University, The Business School, School of Marketing,Tourism and Languages, Craiglockhart Campus, Edinburgh, EH14 1DJ Email: [email protected]
  • Robert L. Williams, Jr. Assistant Professor of Marketing, Saint Mary’s College, Department of Business and Economics, Notre Dame, IN 46556-5001 Email: [email protected]

DOI:

https://doi.org/10.4067/S0718-27242011000300004

Keywords:

Innovation, Market Orientation, Customer Orientation, 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.

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Author Biographies

Michael Lewrick, Dr Readr in Marketing strategy

Munich University of Applied Sciences, Department of Business Administration,Am Stadtpark 20; 81243 Munich, Germany Email: [email protected]

Maktoba Omar, Edinburgh Napier University, The Business School, School of Marketing,Tourism and Languages, Craiglockhart Campus, Edinburgh, EH14 1DJ Email: [email protected]

Edinburgh Napier University, The Business School, School of Marketing,Tourism and Languages, Craiglockhart Campus, Edinburgh, EH14 1DJ Email: [email protected]

Robert L. Williams, Jr., Assistant Professor of Marketing, Saint Mary’s College, Department of Business and Economics, Notre Dame, IN 46556-5001 Email: [email protected]

Assistant Professor of Marketing, Saint Mary’s College, Department of Business and Economics, Notre Dame, IN 46556-5001 Email: [email protected]

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Published

2011-08-22

How to Cite

Lewrick, M., Omar, M., & Williams, Jr., R. L. (2011). Market Orientation and Innovators’ Success: an Exploration of the Influence of Customer and Competitor Orientation. Journal of Technology Management & Innovation, 6(3), 48–62. https://doi.org/10.4067/S0718-27242011000300004

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Section

Research Articles