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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Vilnius Gediminas Technical University
2012-09-01
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doaj-0d82f6df1536458696ba800544bada352021-07-02T08:07:52ZengVilnius Gediminas Technical UniversityJournal of Business Economics and Management1611-16992029-44332012-09-0113410.3846/16111699.2011.620143Responsive and proactive market orientation and innovation success under market and technological turbulenceMateja Bodlaj0Germa Coenders1Vesna Zabkar2Faculty of Economics, Department of Marketing, Kardeljeva ploscad 17, University of Ljubljana, SI-1000 Ljubljana, SloveniaFaculty of Economics and Management, Department of Economics, Montilivi Campus, University of Girona, E-17071 Girona, SpainFaculty of Economics, Department of Marketing, Kardeljeva ploscad 17, University of Ljubljana, SI-1000 Ljubljana, Slovenia 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. https://journals.vgtu.lt/index.php/JBEM/article/view/4416proactive and responsive market orientationinnovation successmarket and technological changes |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Mateja Bodlaj Germa Coenders Vesna Zabkar |
spellingShingle |
Mateja Bodlaj Germa Coenders Vesna Zabkar Responsive and proactive market orientation and innovation success under market and technological turbulence Journal of Business Economics and Management proactive and responsive market orientation innovation success market and technological changes |
author_facet |
Mateja Bodlaj Germa Coenders Vesna Zabkar |
author_sort |
Mateja Bodlaj |
title |
Responsive and proactive market orientation and innovation success under market and technological turbulence |
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 |
publisher |
Vilnius Gediminas Technical University |
series |
Journal of Business Economics and Management |
issn |
1611-1699 2029-4433 |
publishDate |
2012-09-01 |
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.
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topic |
proactive and responsive market orientation innovation success market and technological changes |
url |
https://journals.vgtu.lt/index.php/JBEM/article/view/4416 |
work_keys_str_mv |
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