The impact of a responsive and proactive market orientation on innovation and business performance

Mateja Bodlaj

52 citations0/0 files storedEconomic and business review

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Innovation and Knowledge Management Marketing and Advertising Strategies Business Strategies and Innovation

Abstract

The purpose of the presented empirical study was to examine the impact of a responsive and proactive market orientation on the degree of novelty, innovation performance and business performance. Data obtained from 325 Slovenian companies that introduced product, process, marketing and organisational innovations during the 2005-2007 period were analysed via structural equation modelling. The main findings reveal that only a proactive market orientation is positively related to the degree of novelty, whereas no support was found for the direct impact of both market orientations on innovation performance and business performance.

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1993Market Orientation: Antecedents and Consequences 1995Market Orientation and the Learning Organization 1993Market Orientation: Antecedents and Consequences 1998Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination 1995Disruptive technologies: catching the wave 1998Market Orientation and Organizational Performance: Is Innovation a Missing Link?1996CUSTOMER POWER, STRATEGIC INVESTMENT, AND THE FAILURE OF LEADING FIRMS 1998Market-Based Assets and Shareholder Value: A Framework for Analysis

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