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The Role Of The Orientation Towards Innovation Within Organisation

Author

Listed:
  • Adriana Pau Ph. D Student

    (University of the West Faculty of Economics and Business Administration Timişoara, Romania)

Abstract

:By finding new solutions to problems, innovation transforms the existing markets, changes the old ones, creates new ones; it can bring about huge profits or send small outsiders to dominant positions. The ability of developing new ideas and innovations is one of the top priorities in many organisations. The innovativity of the firm is a cultural aspect that positively influences the capacity of adopting and implementing new ideas, processes and products. Innovativity includes orientation towards innovation at organisational level. Identifying the needs and desires of a customer and delivering products and services that are able to satisfy these needs are keys to attaining organisational objectives. Customer orientation and orientation towards innovation are not incompatible; the important thing is that the organisations should be able to correctly appreciate the extent of their orientation in both directions. The orientation towards innovation has the potential of creating markets and consumers.

Suggested Citation

  • Adriana Pau Ph. D Student, 2011. "The Role Of The Orientation Towards Innovation Within Organisation," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 2(39), pages 151-155, May.
    • Handle: RePEc:aio:aucsse:v:1:y:2011:i:6:p:151-155
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    File URL: http://feaa.ucv.ro/AUCSSE/0039v2-018.pdf
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    References listed on IDEAS

    as
    1. Kenneth Simmonds, 1986. "Marketing As Innovation The Eighth Paradigm," Journal of Management Studies, Wiley Blackwell, vol. 23(5), pages 479-500, September.
    2. John Hauser & Gerard J. Tellis & Abbie Griffin, 2006. "Research on Innovation: A Review and Agenda for," Marketing Science, INFORMS, vol. 25(6), pages 687-717, 11-12.
    3. Benn Lawson & Danny Samson, 2001. "Developing Innovation Capability In Organisations: A Dynamic Capabilities Approach," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 5(03), pages 377-400.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    orientation towards innovation; innovativity; organisation; customer orientation; market orientation.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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