Examining the Effect of Market Orientation On Innovativeness

By Kayhan Tajeddini, M. Trueman, Gretchen Larsen. 2006

244 citations recorded by the source corpus.

For the past decade innovativeness, as opposed to innovation, has received considerable attention in the academic literature as well as the corporate arena because it is considered to promote a competitive advantage. This study examines the link between innovativeness and performance of SMEs in the Swiss watch industry, in terms of customer orientation, competition orientation and inter-functional coordination. It uses performance measures such as market share, percentage of new product sales to total sales and return on investment (ROI), and has developed a new research scale of innovativeness. The results show that customer orientation has a positive effect on performance as well as the level of innovativeness in each company. There are also strategic implications for CEOs and managers as far as the methodological limitations and future research directions are concerned.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/55979aa041b8841517880aea9a02a0c1ac7aba2c

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Citations in the corpus

The Effect of Market Orientation on Product Innovation (2015, background): “Customer orientation has a well-built cheering influence on the show at the intensity of innovation of the product (Tajeddini et al 2006). organizational decision makers participates in an investigation, probably on the basis of its personal attention in, or at smallest amount of knowledge of, the…”
Entrepreneurial marketing in small businesses: A conceptual exploration (2011, background): “…propose that the practice of continuous innovation remains an ever-present element of all three identified components of a market orientation (Tajeddini et al., 2006), while many entrepreneurial activities, such as the identification of new opportunities, the application of innovative…”
Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland (2010, background): “Some of the findings support prior research (e.g., Deshpandé et al., 1993; Tajeddini et al., 2006), and also provide new insights by exploring customer orientation, entrepreneurial orientation and innovativeness simultaneously and assessing how these factors impact upon the performance of the hotel ”
Natural Environment, Market Orientation, and Firm Innovativeness: An Organizational Life Cycle Perspective (2011, background): “Similarly, the marketoriented firm constantly monitors the actions of competitors, which positions it to imitate proactively those actions deemed important for meeting customer demands (Laforet 2008; Tajeddini, Trueman, and Larsen 2006).”
The Form of Relationship between Firm-Level Product Innovativeness and New Product Performance in Developed and Emerging Markets (2015, background): “However, many authors highlight a lack of consistency in the definition and operationalization of innovativeness (e.g., Garcia and Calantone, 2002; Tajeddini et al., 2006; Wang and Ahmed, 2004), leading to problems in practice (Szymanski et al.”
The entrepreneurship research in hospitality and tourism (2019, result): “He found that these variables positively influenced hotel service performance, a conclusion supported by previous research (Tajeddini et al., 2006).”