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

Lewrick, Michael; Omar, Maktoba; Williams, Jr

Authors

Michael Lewrick

Maktoba Omar

Jr Williams



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

Citation

Lewrick, M., Omar, M., & Williams, J. (2011). Market Orientation and Innovators' Success: an Exploration of the Influence of Customer and Competitor Orientation. Journal of technology management & innovation, 6, 48-62. https://doi.org/10.4067/S0718-27242011000300004

Journal Article Type Article
Publication Date 2011
Deposit Date Jun 9, 2015
Publicly Available Date Jun 9, 2015
Print ISSN 0718-2724
Peer Reviewed Peer Reviewed
Volume 6
Pages 48-62
DOI https://doi.org/10.4067/S0718-27242011000300004
Keywords Innovation; Market Orientation; Customer Orientation; Competitor Orientation;
Public URL http://researchrepository.napier.ac.uk/id/eprint/8616
Publisher URL http://dx.doi.org/10.4067/S0718-27242011000300004

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