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| Author: | Salavou, H. |
| Title: | Do customer and technology orientations influence product innovativeness in SMEs? Some new evidence from Greece |
| Journal: | Journal of Marketing Management
2005 : APR, VOL. 21:3-4, p. 307-338 |
| Index terms: | Food and drinks industry Greece Innovation Technology Textile industry |
| Language: | eng |
| Abstract: | This paper examines the factors that affect the innovativeness level of new products in the context of Greek SMEs in textile and food & beverage industries. Path analysis shows that technology orientation is likely more important than customer orientation in explaining product newness to customers. Therefore technology orientation augments the chances of the company producing a new product beyond customers' experiences and consumption patterns. |
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