Market Orientation and Technology Innovation in Korean IT SMEs: The Moderating Role of Cross-functional Cooperation and Cooperation with Outside Organizations

2010 ◽  
Vol 40 (4) ◽  
pp. 921-939
Author(s):  
Jin-Kyo SHIN ◽  
Joung Hae SEO ◽  
Hitoshi HIRAKAWA
Keyword(s):  
Market Orientation ◽  
Technology Innovation ◽  
Moderating Role

Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence

2017 ◽  
Vol 32 (7) ◽  
pp. 913-924 ◽  
Author(s):  
Jeen-Su Lim ◽  
William K. Darley ◽  
David Marion
Keyword(s):  
Supply Chain ◽  
Firm Performance ◽  
Market Orientation ◽  
Innovation Management ◽  
Strategy Formulation ◽  
Content Type ◽  
Positive Effects ◽  
The Impact ◽  
Moderating Role

Purpose The study aims to explore supply chain influence (SCI) on the linkages among market orientation, innovation capabilities and firm performance (FP), using the resource-based view as a theoretical backdrop. Design Survey data from 182 top managers who are involved in strategy formulation and innovative direction of their companies was collected and analyzed using moderated multiple regression analysis. Findings Results revealed a moderating role of the SCI in that the proactive market orientation (PMO) and FP relationship is stronger when SCI is high, and innovation commercialization capability (ICC) and FP relationship is stronger when SCI is low. Practical implications Firms pursuing high PMO strategy must collaborate with supply chain function to achieve the full effect of PMO. Additionally, as supply chain is critical to meeting customers’ needs, these firms should allow supply chain to exert greater influence to enjoy the positive effects of PMO in addition to ensuring full integration into marketing strategy implementation. Also, firms with high ICC need to limit SCI to maximize the benefit of ICC on FP, just as innovation management needs to be cognizant of other functional areas. Originality/value The study investigates the potential moderating role of SCI on the relationships among market orientation, ICC and FP. The study fills a gap in the understanding of the nature and role of supply chain in the marketing–supply chain interaction, and the impact on FP.

scholarly journals Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation

2019 ◽  
Vol 35 (7-8) ◽  
pp. 662-692 ◽  
Author(s):  
Mujahid Mohiuddin Babu ◽  
Hongfei Liu ◽  
Chanaka Jayawardhena ◽  
Bidit Lal Dey
Keyword(s):  
Market Orientation ◽  
Employee Orientation ◽  
Moderating Role

The moderating role of environmental munificence on innovativeness in B2B markets

2019 ◽  
Vol 35 (5) ◽  
pp. 795-802
Author(s):  
Misra Cagla Gul
Keyword(s):  
Multiple Regression ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Positive Impact ◽  
Middle Level ◽  
Content Type ◽  
Environmental Munificence ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is to understand the relationship between two business orientations, namely, entrepreneurial orientation and market orientation, and innovativeness taking into account the moderating influence of environmental munificence. Design/methodology/approach This is a multiple respondent quantitative study. A total of 312 marketing managers middle level and above from 79 firms participated in the survey. Multiple regression and hierarchical multiple regression was the method of choice for data analysis. Findings Findings indicate that environmental munificence moderates the entrepreneurial orientation – innovativeness relationship. Findings reveal that even though a significant impact of entrepreneurial orientation is not present on innovativeness, this insignificance may be due to environmental munificence. Market orientation has a direct positive impact on innovativeness, and environmental munificence negatively moderates this relationship suggesting that when the environment is less munificent, the market orientation – innovation link becomes stronger. Practical implications Managers should be aware that the more munificent an environment becomes, having an entrepreneurial orientation will be more important for innovativeness. In addition, results of this study suggest that being market oriented more strongly impacts a firm’s ability to innovate in non-munificent environments where growth opportunities are undesirable. Originality/value This study is unique in that it is a multi-respondent study with respondents from different layers of each participating organization, incorporating the moderating impact of the business environment’s munificence on business orientations–innovativeness relationship.

Examining the impact of market orientation on service quality in shipping companies: the role of risk propensity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Angelos Pantouvakis ◽  
Maria Karakasnaki
Keyword(s):  
Service Quality ◽  
Market Orientation ◽  
Risk Propensity ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
The Impact ◽  
First Time ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this study is to investigate the relationship between market orientation and service quality in the context of shipping companies. Moreover, this study aims to explore the moderating role of risk propensity in the above-mentioned relationship. Design/methodology/approach A research study was carried out on a sample of 255 shipping companies located in Greece. Data were obtained through a structured questionnaire from the managing directors or other senior executives. Data were analyzed through exploratory and confirmatory factor analyses, while the hypothesized relationships were determined through regression analyzes. Findings The analysis of the empirical data shows that intelligence generation and responsiveness have a positive and significant impact on the service quality of shipping companies. Also, the findings showed that this relationship is influenced by the degree of risk propensity, revealing, thus its moderating role on the market orientation – service quality link. Originality/value The current study contributes to the literature by examining for the first time the moderating role of risk propensity in the relationship between market orientation and service quality. Additionally, this is the first study that attempts to investigate the way the dimensions of market orientation predict service quality in the context of shipping companies.

MARKET ORIENTATION AND NEW PRODUCT SUCCESS RELATIONSHIP: THE ROLE OF INNOVATION CAPABILITY, ABSORPTIVE CAPACITY, GREEN BRAND POSITIONING

2020 ◽  
pp. 2150033
Author(s):  
COURAGE SIMON KOFI DOGBE ◽  
BYLON ABEEKU BAMFO ◽  
WISDOM WISE KWABLA POMEGBE
Keyword(s):  
Market Orientation ◽  
Absorptive Capacity ◽  
New Product ◽  
Brand Positioning ◽  
Innovation Capability ◽  
New Product Success ◽  
Product Success ◽  
The Relationship ◽  
Moderating Role

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.

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