Market orientation and its embedment in the innovation process : implications for manufacturing SMEs

David R. Low; Maree Thyne; Kenneth R. Deans; Juergen Gnoth

Market orientation and its embedment in the innovation process : implications for manufacturing SMEs

David R. Low
, Maree Thyne
, Kenneth R. Deans
, Juergen Gnoth

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

This paper reports on a mixed methods study which aims to (a) investigate the relationship between the two constructs of market orientation and innovation (b) explore the nature of the relationship using qualitative methodology and (c) highlight any possible factors that may bring about this relationship. This paper first reviews literature and then discusses the methodology applied. It then discusses the nature of the results obtained, shows how the results concur with the extant literature and then explains implications of the findings and directions for further research.

Original language	English
Title of host publication	Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
Publisher	University of Otago
Number of pages	8
ISBN (Print)	9781877156299
Publication status	Published - 2007
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure

Keywords

marketing
small business
new products
technological innovations
manufactures

Cite this

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title = "Market orientation and its embedment in the innovation process : implications for manufacturing SMEs",

abstract = "This paper reports on a mixed methods study which aims to (a) investigate the relationship between the two constructs of market orientation and innovation (b) explore the nature of the relationship using qualitative methodology and (c) highlight any possible factors that may bring about this relationship. This paper first reviews literature and then discusses the methodology applied. It then discusses the nature of the results obtained, shows how the results concur with the extant literature and then explains implications of the findings and directions for further research.",

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isbn = "9781877156299",

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publisher = "University of Otago",

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AU - Low, David R.

AU - Thyne, Maree

AU - Deans, Kenneth R.

AU - Gnoth, Juergen

PY - 2007

Y1 - 2007

N2 - This paper reports on a mixed methods study which aims to (a) investigate the relationship between the two constructs of market orientation and innovation (b) explore the nature of the relationship using qualitative methodology and (c) highlight any possible factors that may bring about this relationship. This paper first reviews literature and then discusses the methodology applied. It then discusses the nature of the results obtained, shows how the results concur with the extant literature and then explains implications of the findings and directions for further research.

AB - This paper reports on a mixed methods study which aims to (a) investigate the relationship between the two constructs of market orientation and innovation (b) explore the nature of the relationship using qualitative methodology and (c) highlight any possible factors that may bring about this relationship. This paper first reviews literature and then discusses the methodology applied. It then discusses the nature of the results obtained, shows how the results concur with the extant literature and then explains implications of the findings and directions for further research.

KW - marketing

KW - small business

KW - new products

KW - technological innovations

KW - manufactures

UR - http://handle.uws.edu.au:8081/1959.7/40955

M3 - Conference Paper

SN - 9781877156299

BT - Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007

PB - University of Otago

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Market orientation and its embedment in the innovation process : implications for manufacturing SMEs

Abstract

Conference

UN SDGs

Keywords

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Cite this