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Marketing dimension in innovation orientation

In: Innovation Orientation in Business Services

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Abstract

Chapter 7 focuses on the marketing dimension of the innovation orientation of companies providing business services. Innovation orientation requires responding to customer needs. Recognising the needs of both current and unconscious results in prepared services and specific marketing activities proving the market orientation of companies. This chapter presents and discusses the key elements of marketing, which are also the basic elements of market orientation that, in the context of business services, determine the creation of value for the customer. Due to the nature of business services, the authors paid special attention to the participation of clients in the process of creating value. Customer co-creation is an integral part of a business service that is characterised by knowledge transfer. This chapter proves that companies offering business services must follow market orientation to develop innovation orientation.

Suggested Citation

  • ., 2021. "Marketing dimension in innovation orientation," Chapters, in: Innovation Orientation in Business Services, chapter 7, pages 109-127, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:19897_7
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    Cited by:

    1. Kotsopoulos, Dimosthenis & Karagianaki, Angeliki & Baloutsos, Stratos, 2022. "The effect of human capital, innovation capacity, and Covid-19 crisis on Knowledge-Intensive Enterprises’ growth within a VC-driven innovation ecosystem," Journal of Business Research, Elsevier, vol. 139(C), pages 1177-1191.
    2. Sascha Henninger & Martin Schneider & Arne Leitte, 2021. "Smart Sirens—Civil Protection in Rural Areas," Sustainability, MDPI, vol. 14(1), pages 1-10, December.

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