MARKET ORIENTATION AND SUCCESS OF INNOVATORS: AN EXPLORATION OF THE INFLUENCE OF CUSTOMER ORIENTATION AND COMPETITORS

Rakesh Kumar Giri

MARKET ORIENTATION AND SUCCESS OF INNOVATORS: AN EXPLORATION OF THE INFLUENCE OF CUSTOMER ORIENTATION AND COMPETITORS

Authors: Rakesh Kumar Giri

Unique Paper ID: 172028
Volume: 2
Issue: 1
PageNo: 397-407

Keywords: Innovation Market Orientation Customer Orientation Competitor Orientation.

Abstract:
The concepts of market orientation and innovation and how they relate to business success have been studied from various perspectives. However, research in this field has not examined the differences between emerging and mature firms. The research study acquired data from over two hundred Chief Operating Officers and Managing Directors from both start-up and mature companies. The results illustrate the differences in both types of company and reveals new insights with regard to market orientation and its constituent elements and its relationship with both incremental and radical innovations. The main research results are that the market -oriented element, which is a powerful orientation of competitors, has a positive link with advanced innovation for beginners, but is inconsistent with mature companies. In mature organizations, powerful orientation against customers is related to radical innovation.

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ISSN: 2349-6002
Volume: 2
Issue: 1
PageNo: 397-407

MARKET ORIENTATION AND SUCCESS OF INNOVATORS: AN EXPLORATION OF THE INFLUENCE OF CUSTOMER ORIENTATION AND COMPETITORS

Available:https://ijirt.org/Article?manuscript=172028

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Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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