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Innovation or customer orientation? An empirical investigation

Innovation or customer orientation? An empirical investigation This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a business corresponds to the resulting archetypes. An empirical test of reliability and validity resulted in four clearly defined factors that correspond to the archetypes in the model. A refined version of the scale is then used to examine the relationship between the strategic archetypes and firm performance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Innovation or customer orientation? An empirical investigation

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548870
Publisher site
See Article on Publisher Site

Abstract

This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a business corresponds to the resulting archetypes. An empirical test of reliability and validity resulted in four clearly defined factors that correspond to the archetypes in the model. A refined version of the scale is then used to examine the relationship between the strategic archetypes and firm performance.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Company performance; Organizational innovation; Product innovation; Marketing strategy; Customer orientation; Technology led strategy

References