Abstract
Purpose – This study aims to explore the nature of the interactions between two strategies, innovation and market orientation. By examining the components of these constructs the paper seeks to identify key components of market orientation that are antecedent factors of the innovation performance of the firm.Design/methodology/approach – Correlation analysis was undertaken on data from a survey of 73 manufacturing firms in the Greater Western Sydney economic development zone in Australia. The data were supplemented by information obtained from the firm's annual reports.Findings – Innovation was found to be positively correlated to market orientation (customer orientation, competitor orientation and inter‐functional co‐ordination) and both of these constructs were found to be positively correlated to firm performance and the degree of change in the firm's competitive environment.Research limitations/implications – Possible limitations are: the low survey response rate; the nature of the sampled population;...
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