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An Integrative Model of Market Orientation on Innovation Performance

Author

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  • Ni Made Wahyuni

    (Universitas Warmadewa, Jl. Terompong, Denpasar, Indonesia Author-2-Name: I Putu Astawa Author-2-Workplace-Name: State Polytechnic of Bali, Jalan Bukit Jimbaran, 80361, Badung, Indonesia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This paper seeks to provide new insights into the relationship between market orientation and innovation performance by empirically testing the direct effect of market orientation (MO) on innovation performance and exploring the effects of moderation in marketing constructs, namely customer relationship management (CRM) and knowledge management, in these relationships. Methodology/Technique - This study adopts a cross-sectional research design. Data is collected from export-oriented manufacturing small and medium enterprises (SMEs) in Indonesia. The data is analysed using PLS structural equation modeling. Findings - Our findings reveal that MO is a significant driver of innovation performance. The results further confirm that CRM plays a moderating role in the interrelation between market orientation and innovation performance. In addition, market orientation and knowledge management have a positive effect on innovation performance. Novelty � These results prove that the interaction of CRM and knowledge management with market orientation, each have a significant impact on innovation performance. Market orientation behavior more effectively achieves innovation performance in manufacturing SMEs if the MO is interactive with CRM and knowledge management. This research adds new insights to the existing literature and has implications for future research and marketing practices in Indonesia, giving implications for marketing managers and export researchers about managing market orientation, CRM development, and knowledge management. Type of Paper - Empirical

Suggested Citation

  • Ni Made Wahyuni, 2020. "An Integrative Model of Market Orientation on Innovation Performance," GATR Journals jmmr239, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr239
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    References listed on IDEAS

    as
    1. Jing Zhang & Yanling Duan, 2010. "Empirical study on the impact of market orientation and innovation orientation on new product performance of Chinese manufacturers," Nankai Business Review International, Emerald Group Publishing Limited, vol. 1(2), pages 214-231, June.
    2. Abdullah Al Mamun & Muhammad Mohiuddin & Syed Ali Fazal & Ghazali Bin Ahmad, 2018. "Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs," Management Research Review, Emerald Group Publishing Limited, vol. 41(1), pages 133-147, January.
    3. Jing Zhang & Yanling Duan, 2010. "Empirical study on the impact of market orientation and innovation orientation on new product performance of Chinese manufacturers," Nankai Business Review International, Emerald Group Publishing Limited, vol. 1(2), pages 214-231, June.
    4. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
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    Cited by:

    1. Rafael Ravina-Ripoll & María-José Foncubierta-Rodríguez & Eduardo Ahumada-Tello & Luis Bayardo Tobar-Pesantez, 2021. "Does Entrepreneurship Make You Happier? A Comparative Analysis between Entrepreneurs and Wage Earners," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    2. Mustafa Rehman Khan & Naveed R. Khan & V V Ravi Kumar & Vimal Kamleshkumar Bhatt & Falak Malik, 2022. "Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach," SAGE Open, , vol. 12(4), pages 21582440221, December.

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    More about this item

    Keywords

    Market Orientation; Customer Relationship Management; Knowledge Management; Innovation Performance.;
    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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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