Responsive and proactive market orientation and innovation success under market and technological turbulence

The study investigates how market and technological changes in an organization's business environment moderate the relationships between responsive and proactive market orientation, innovation success, and market success of the organization. The respondents in the study were senior managers of...

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Detalles Bibliográficos
Autores: Bodlaj, Mateja, Coenders, Germà, Zabkar, Vesna
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2012
País:España
Institución:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/16794
Acceso en línea:http://hdl.handle.net/10256/16794
Access Level:acceso abierto
Palabra clave:Mercats financers
Capital market
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spelling Responsive and proactive market orientation and innovation success under market and technological turbulence Bodlaj, Mateja Coenders, Germà Zabkar, Vesna Mercats financers Capital market The study investigates how market and technological changes in an organization's business environment moderate the relationships between responsive and proactive market orientation, innovation success, and market success of the organization. The respondents in the study were senior managers of companies operating in a Central European country. The Internet survey resulted in 441 usable questionnaires. Data were analyzed using a non-linear structural equation models with MPLUS5. The results provide support for distinguishing between the two complementary forms of market orientation, proactive and responsive. While proactive market orientation is a determinant of both innovation and market success of the organization, the impact of responsive market orientation on the innovation and market success is positive and significant only in a rapidly changing market environment. Companies can improve their innovation success and in turn market success by improving their proactive market orientation, i.e. by investing resources in exploring customer needs, customer problems with existing products and latent customer needs. The study contributes to the literature by examining the entire chain of relationships between market orientation, innovation success and market success by adopting both a responsive and proactive market orientation. It is the first study that examines these relationships in the context of companies from a European country and with consideration of market turbulence/changes Innovative Journal http://hdl.handle.net/10256/16794
title Responsive and proactive market orientation and innovation success under market and technological turbulence
spellingShingle Responsive and proactive market orientation and innovation success under market and technological turbulence
Bodlaj, Mateja
Mercats financers
Capital market
title_short Responsive and proactive market orientation and innovation success under market and technological turbulence
title_full Responsive and proactive market orientation and innovation success under market and technological turbulence
title_fullStr Responsive and proactive market orientation and innovation success under market and technological turbulence
title_full_unstemmed Responsive and proactive market orientation and innovation success under market and technological turbulence
title_sort Responsive and proactive market orientation and innovation success under market and technological turbulence
author Bodlaj, Mateja
author_facet Bodlaj, Mateja
Coenders, Germà
Zabkar, Vesna
author_role author
author2 Coenders, Germà
Zabkar, Vesna
author2_role author
author
topic Mercats financers
Capital market
topic_facet Mercats financers
Capital market
description The study investigates how market and technological changes in an organization's business environment moderate the relationships between responsive and proactive market orientation, innovation success, and market success of the organization. The respondents in the study were senior managers of companies operating in a Central European country. The Internet survey resulted in 441 usable questionnaires. Data were analyzed using a non-linear structural equation models with MPLUS5. The results provide support for distinguishing between the two complementary forms of market orientation, proactive and responsive. While proactive market orientation is a determinant of both innovation and market success of the organization, the impact of responsive market orientation on the innovation and market success is positive and significant only in a rapidly changing market environment. Companies can improve their innovation success and in turn market success by improving their proactive market orientation, i.e. by investing resources in exploring customer needs, customer problems with existing products and latent customer needs. The study contributes to the literature by examining the entire chain of relationships between market orientation, innovation success and market success by adopting both a responsive and proactive market orientation. It is the first study that examines these relationships in the context of companies from a European country and with consideration of market turbulence/changes
publishDate 2012
format article
status_str publishedVersion
url http://hdl.handle.net/10256/16794
eu_rights_str_mv openAccess
publisher Innovative Journal
institution Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
collection Recercat. Dipósit de la Recerca de Catalunya
reponame_str Recercat. Dipósit de la Recerca de Catalunya
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
_version_ 1878433964005261312
publishDateSort 2012
author_browse Bodlaj, Mateja
Coenders, Germà
Zabkar, Vesna
publisherStr Innovative Journal
score 6,9303427

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