Abstract
This paper undertakes an analysis of a range of previous studies to explore the link between market orientation, innovation and firm performance. Many studies have suggested that an increased level of market orientation can lead to an increase in firm performance. Other studies have linked market orientation with the innovation performance of the firm, although there is evidence to suggest this correlation may be either positive or negative. Both the market orientation literature and the innovation literature discuss the concept of having a harmonious “culture” to promote a higher level output in these areas. This paper develops a parsimonious model of the relationship between market orientation and innovation and, using the firm as the unit of analysis, presents a conceptual framework for research examining the relationship between employee attitudes and values, and firm-level market orientation and innovativeness.
| Original language | English |
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| Title of host publication | Applications and Synthesis in the Global Economy: Proceedings of the 7th International Research Conference on Quality, Innovation and Knowledge Management, 16-18 February, 2005, Kuala Lumpur, Malaysia |
| Publisher | Monash University |
| Number of pages | 9 |
| ISBN (Print) | 0732622778 |
| Publication status | Published - 2005 |
| Event | International Research Conference on Quality, Innovation and Knowledge Management - Duration: 12 Feb 2007 → … |
Conference
| Conference | International Research Conference on Quality, Innovation and Knowledge Management |
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| Period | 12/02/07 → … |
Keywords
- business enterprises
- technological innovations
- market orientation
- success in business
- employees
- attitudes