An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation
Kwaku Atuahene-Gima and
Anthony Ko ()
Additional contact information
Anthony Ko: Department of Management, City University of Hong Kong, 83 Tat Chee Avenue, Hong Kong
Organization Science, 2001, vol. 12, issue 1, 54-74
This article develops a concept of an alignment between market and entrepreneurship orientations and reports the results of a study designed to investigate its effect on a firm’s product innovation. A sample of 181 firms was classified into four categories labeled as market/entrepreneurship orientation (ME), entrepreneurship orientation (EO), market-oriented (MO), and conservative (CO) firms. One-way ANOVA and planned contrast tests (PCT) were used to identify whether or not specific product innovation decisions, activities, and performance vary across the groups. The results indicate that these groups of firms significantly differ with respect to both subjective and objective measures of new product performance, and with product innovation strategies and activities pertaining to timing of market entry, product quality, marketing synergy, proficiency of market launch, and management support for innovation. Further, the findings suggest that these groups of firms are not significantly different with respect to perceived environmental hostility and intensity of market competition. This finding suggests that the groups of firms are robust across environments and that the findings presented in this study are not an artifact of environmental variation. Managerial and research implications of the results are discussed.
Keywords: Market Orientation; Entrepreneurship Orientation; Product Innovation; New Product Development (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (147) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:inm:ororsc:v:12:y:2001:i:1:p:54-74
Access Statistics for this article
More articles in Organization Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Matthew Walls ().