Market Orientation and Innovators' Success: an Exploration of the Influence of Customer and Competitor Orientation
(2011)
Journal Article
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
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 compan...
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