What is it about?
The measurement of market orientation as a construct has a long history in the management literature. So much so, that most journals are hesitant to publish yet another paper on market orientation. This paper takes a fresh approach to market orientation by going back to its roots based on culture and behaviour (or culture and conduct). By disaggregating market orientation back into these base components, we are able to gain a better understanding of how it impacts innovation in a sample of small and medium size enterprises.
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Why is it important?
There is a need to better understand the relations between market orientation and its relationship (impact) on innovation within the firm. This paper adds to the literature by looking at market orientation from a new perspective.
Perspectives
This paper became the stepping stone for deeper research into innovation orientation of the firm. By looking at culture and conduct and their impact on innovation performance, myself and my co-author began exploring the complex relationship between innovation culture and behaviour (or conduct) using the emerging entrepreneurship theory of effectuation. This paper in retrospect began this process which we have build upon in upcoming papers. Stay tuned for what we believe is an important contribution into the relationship between innovation and effectuation in another Emerald publication in the European Journal of Innovation Management.
Dr David C. Roach
Dalhousie University
Read the Original
This page is a summary of: Culture, conduct and innovation: a deconstruction of market orientation, Journal of Research in Marketing and Entrepreneurship, October 2014, Emerald,
DOI: 10.1108/jrme-01-2014-0002.
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