An empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation

Authors
Attuahene-Gima, K Ko, A
Citation
K. Attuahene-gima et A. Ko, An empirical investigation of the effect of market orientation and entrepreneurship orientation alignment on product innovation, ORGAN SCI, 12(1), 2001, pp. 54-74
Citations number
65
Categorie Soggetti
Management
Journal title
ORGANIZATION SCIENCE
ISSN journal
10477039 → ACNP
Volume
12
Issue
1
Year of publication
2001
Pages
54 - 74
Database
ISI
SICI code
1047-7039(200101/02)12:1<54:AEIOTE>2.0.ZU;2-6
Abstract
Previous research on the relationship of organizational strategy, structure and innovation has generally I assumed that entrepreneurial and market ori entations represented different "logics" of organization. This study shows that entrepreneurial and marketing activities can be integrated by an orien tation to entrepreneurial marketing that drives innovation in the firm. Thi s study is particularly interesting in that it utilizes both objective and subjective criteria of innovation.