The Effect of Market Orientation on Product Innovation
Volume: 28, Issue: 2, Pages: 239 - 247
Published: Apr 1, 2000
Abstract
Numerous scholars have debated whether marketing fosters or stifles innovation. The discussions, however, have been inconclusive due to limited empirical evidence. The authors investigate the relationship between two focal constructs in the debate: market orientation and product innovation. On the basis of a sample of U.S. manufacturing companies, the authors’ analysis shows that product innovation varies with market orientation. Specifically,...
Paper Details
Title
The Effect of Market Orientation on Product Innovation
Published Date
Apr 1, 2000
Volume
28
Issue
2
Pages
239 - 247
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