The impact of market and technology orientations on sustainable innovation performance

What is it about?

The synergistic coalignment of technology orientation with both dimensions of market orientation (i.e., responsive and proactive) can help firms enhance their performance regarding sustainable innovation. Among the groups of manufacturing firms identified in the context of this research, ‘future-oriented entrepreneurs’ appear to represent the strongest combination of market orientation with technology orientation, leading them to achieve higher levels of sustainability-oriented innovation performance.

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Photo by Pawel Czerwinski on Unsplash

Photo by Pawel Czerwinski on Unsplash

Why is it important?

This study, by referring to a survey-based empirical study of manufacturing firms in Italy, extends the literature by arguing that higher levels of balanced TO–MO results in greater sustainable innovation performance. The findings of this research provide insights to managers on how to invest in resources linked to different configurations of MO and TO so that they can lead to the improvement of sustainability-oriented innovation performance.