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Market orientation and innovation: A review of literature

Author

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  • Alshahry Abdullah saeed A

    (School of Management, Wuhan University of Technology, Wuhan, China)

  • Wang Aimin

    (School of Management, Wuhan University of Technology, Wuhan, China)

Abstract

A detailed literature review on market orientation was performed. The study reviews key antecedents and consequences of market orientation. The findings of our study suggest that there is an important role of market orientation for the successful implementation of innovation and business performance Additionally our study is valuable as it assisted in developing and further elaborating the science of market orientation, particularly customer and competitor orientation and interfunctional coordination, and the influence on innovation and other organizational outcomes. The contribution of this research was also to develop a conceptual and theoretical understanding on market orientation in the effort to improve innovation and performance. The practical implication of this study is the insight and the knowledge required for implementing the concept of market orientation in order to generate market orientation and consequently impact innovation and performance.

Suggested Citation

  • Alshahry Abdullah saeed A & Wang Aimin, 2015. "Market orientation and innovation: A review of literature," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(1), pages 18-26, April.
    • Handle: RePEc:mgs:ijoied:v:1:y:2015:i:1:p:18-26
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    1. repec:mgs:ijoied:v:1:y:2015:i:1:p:17-26 is not listed on IDEAS
    2. Natenapang Thongsri & Alex Kung-Hsiung Chang, 2019. "Interactions Among Factors Influencing Product Innovation and Innovation Behaviour: Market Orientation, Managerial Ties, and Government Support," Sustainability, MDPI, vol. 11(10), pages 1-21, May.

    More about this item

    Keywords

    market orientation; customer orientation; competitor orientation; interfunctional orientation; market orientation antecedents;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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