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| Author: | Vazquez, R. Santos, M. L. Alvarez, L. I. |
| Title: | Market orientation, innovation and competitive strategies in industrial firms |
| Journal: | Journal of Strategic Marketing
2001 : MAR, VOL. 9:1, p. 69-90 |
| Index terms: | Innovation Competitive advantage Industrial relations Market information |
| Freeterms: | Competitive strategies |
| Language: | eng |
| Abstract: | The question of this study is whether or not market orientation, due to an excessive customer focus, leads mainly to the development of incremental innovations and, consequently, to reactive innovation strategies. Once it proves to be a solid instrument of measurement, the relationship between market orientation and the following variables is analysed: firms' commitment to the innovation activities, effective innovation rates, degree of innovativeness of the new products developed, firms' competitive strategy and companies' performance. relationship between market orientation and the following variables is analysed: firms' commitment to the innovation activities, effective innovation rates, degree of innovativeness of the new products developed, firms' competitive strategy and companies' performance. |
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