Market orientation, knowledge competence, and innovation

H. Erkan Ozkaya, Cornelia Droge, G. Tomas M. Hult, Roger Calantone and Elif Ozkaya

International Journal of Research in Marketing, 2015, vol. 32, issue 3, 309-318

Abstract: This study focuses on two dimensions of market orientation and the corresponding dimensions of market knowledge competence: i.e., the customer and competitor dimensions. We examine whether customer and competitor orientations are transmuted into market-based innovation either directly, or through customer and competitor knowledge competencies indirectly. The findings support that knowledge competencies are indeed mediators of the positive relationships between orientations and market-based innovation. Also, market-based innovation mediates the positive relationships between customer and competitor knowledge competencies and overall firm performance. A cross-country comparison reveals that, in the U.S. as compared to Chinese firms, customer (or competitor) orientation leads to both higher customer (or competitor) knowledge competence and enhanced market-based innovations; in other words, the model's relationship strengths are greater in U.S. firms, indicating that they are better able to leverage customer (or competitor) orientation to obtain performance consequences.

Keywords: Market knowledge competence; Market orientation; Market-based innovation; U.S. versus China (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:32:y:2015:i:3:p:309-318

DOI: 10.1016/j.ijresmar.2014.10.004

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