MARKET ORIENTATION, TECHNOLOGY ORIENTATION AND PRODUCT INNOVATION SUCCESS: INSIGHTS FROM CoPS

Jing Liu and Jingqin Su ()
Additional contact information
Jing Liu: School of Tourism and Hotel Management, Dongbei University of Finance and Economics, Room 223, Building 4, Dalian 116025, China
Jingqin Su: Management and Economics Department, Dalian University of Technology, Room 303, Science and Technology Park, Dalian 116024, China

International Journal of Innovation Management (ijim), 2014, vol. 18, issue 04, 1-25

Abstract: This study explores how market orientation and technology orientation within fuzzy front end phases affect product innovation success in complex products and systems (CoPS) industry research and development (R&D) organisations. A sequential qualitative–quantitative mixed method was used with a single case study and a questionnaire survey. The case study results show mix effects of market orientation and technology orientation on CoPS innovation success within fuzzy front end phases. The empirical test results show that a market orientation facilitates both low-tech and high-tech CoPS innovation success and offer great benefits to mainstream customers. A technology orientation is beneficial to high-tech CoPS innovation success but has no impact on low-tech CoPS innovation success. The results have significant implications for CoPS firm strategies to facilitate product innovations and achieve competitive advantages.

Keywords: Market orientation; technology orientation; product innovation; complex product and systems (search for similar items in EconPapers)
Date: 2014
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S1363919614500200
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijimxx:v:18:y:2014:i:04:n:s1363919614500200

Ordering information: This journal article can be ordered from

DOI: 10.1142/S1363919614500200

Access Statistics for this article

International Journal of Innovation Management (ijim) is currently edited by Joe Tidd

More articles in International Journal of Innovation Management (ijim) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().