search query: @indexterm MARKET ORIENTATION / total: 193
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| Author: | Jimenez-Zarco, A. I. Martinez-Ruiz, M. P. Izquirdo-Yusta, A. |
| Title: | The impact of market orientation dimensions on client cooperation in the development of new service innovations |
| Journal: | European Journal of Marketing
2011 : VOL 45:1/2, p. 43-67 |
| Index terms: | market orientation innovation service Spain |
| Language: | eng |
| Abstract: | The purpose of the article is to examine the importance of a service firm's market orientation for cooperation with customers to create radical innovations. A descriptive study of 433 Spanish service companies, all of which have introduced radical innovations during the past 2 years, is conducted. Four discriminant analyzes indicate differences in customer orientation, competitor orientation and inter-functional coordination between firms that cooperate with customers and those that do not. The article emphasizes the importance of market orientation in cooperative client relationships and therefore may help practitioners in developing new service innovations. |
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