Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy

Naidoo, Vikash

doi:10.1016/j.indmarman.2010.02.005

Cited by 416 publications

(445 citation statements)

References 80 publications

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“…The results of the selection equation show that competitors orientation and inter-functional coordination significantly affect marketing innovation decisions with positive coefficients. This is consistent with the previous studies which verified a significant relationship between market orientation and the marketing innovation (Naidoo, 2010;Ngo and O'Cass, 2012). However, contrary to the traditional literature, customer orientation does not affect marketing innovation decision.…”

Section: ⅳ Empirical Resultssupporting

confidence: 92%

“…As market-oriented organizations generally seek new customer needs and the change of market structure, they are apt to be involved in innovation in the course of response to customer needs processes (Naidoo, 2010). In other words, market orientation also can be an important factor for explaining marketing innovation decision.…”

Section: Market Orientationmentioning

confidence: 99%

“…In other words, market orientation also can be an important factor for explaining marketing innovation decision. According to Naidoo (2010), market orientation has influence on marketing innovation implementation, and through this process companies gain competitive advantages. Based on these research results, it is expected that market orientation has positive influence on the decision of marketing innovation in Korean companies.…”

Section: Market Orientationmentioning

confidence: 99%

See 2 more Smart Citations

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

Lee¹,

Yu²,

Dong³

et al. 2016

Glob Bus Financ Rev

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A B S T R A C TThe marketing related literatures emphasize the key role of marketing for companies performances. However, not much attention has been paid to marketing innovations and their performances. Focusing on 2,149 Korean manufacturing companies, this paper examines the factors that influence companies' marketing innovation decisions and marketing performances by using the Heckman selection model for addressing the sample bias problem. Three key findings have been derived. First, by categorizing market orientation among the three components-customer orientation, competitor orientation, inter-functional coordination, the findings show that customer orientation enhances marketing performance, but does not influence marketing innovation decision. On the other hand, both competitor orientation and inter-functional coordination have positive influences on the marketing innovation decision, but not on marketing performance. Second, marketing innovation activities such as product design, promotion, placement, and price help to enhance marketing performance. Third, the factors that influence marketing innovation decision and their performance are different depending on technological level of an industry. The results suggest that the marketing related activities are more important in high-tech rather than in low-tech industries.

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Section: ⅳ Empirical Resultssupporting

confidence: 92%

Section: Market Orientationmentioning

confidence: 99%

Section: Market Orientationmentioning

confidence: 99%

See 1 more Smart Citation

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

Lee¹,

Yu²,

Dong³

et al. 2016

Glob Bus Financ Rev

View full text Add to dashboard Cite

show abstract

“…In addition, Naidoo's (2010) research analyses Chinese small and medium sized manufacturing firms. Naidoo (2010) finds that market orientation can have a positive impact on marketing innovation, which in turn can affect competitive advantage in adverse economic conditions. According to Grewal and Tansuhaj (2001), Naidoo (2010) and Ottesen and Grønhaug (2004), more research will clarify the role of market orientation in an economic crisis.…”

Section: Market Orientation In An Economic Crisismentioning

confidence: 99%

Managing in an economic crisis: The role of market orientation in an international law firm

Lettice

Tschida

Forstenlechner

2014

Journal of Business Research

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This research paper contributes to the understanding of the relationship between market orientation and performance in the context of a law firm during a time of economic crisis. The contribution is twofold, adding to the fairly limited research on market orientation within law firms, and to the limited research on the role of market orientation in times of economic crisis. The findings, from the questionnaire survey and semi-structured interviews within practice groups of a large multinational law firm, conclude that market orientation is important during an economic crisis. Those practice groups with higher market orientation scores withstand the increased turbulence and outperform those practice groups with lower market orientation scores.

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“…Fu et al (2014) mentioned that the most important objective of innovation is the improvement of quality and range of goods and services, and Naidoo (2010) said that improvement of performance by developing new or modified products and processes is the main reason for innovation [7,19]. Other studies found that enhancing firm level competitiveness is the major purpose of innovation for SMEs, as product innovation is to change product design and shapes to meet customer demands and process innovation is to reduce cost and improve the quality [20,21].…”

Section: Sustainability As Objective Of Innovationmentioning

confidence: 99%

The Effect of Sustainability as Innovation Objectives on Innovation Efficiency

2018

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Though sustainability exists as major objective of pursuing innovation, the effect of it on innovation performance is still unanswered. While the outcome of innovation should consider both input and output, moreover, studies on sustainable innovation are yet to consider the overall efficiency, but rather the performance itself. To fill the gap between the effect of sustainability as the objective of innovation and its innovation performance, and to bridge the hole between the outcome of sustainable innovation and its efficiency, we analyze the relationship between sustainability as innovation objective and innovation efficiency. We use 441 manufacturing companies in Korea from 2016 KIS data, and perform the data envelopment analysis (DEA) method to calculate efficiency score of each firm and tobit regression analysis to investigate the effect of sustainability as an objective of innovation on innovation efficiency. The results show that the objective of 'environmental improvement' negatively affects innovation efficiency, while 'safety improvement' positively affects the efficiency. On the contrary, the effect of 'material and energy reduction' as an objective of innovation on innovation efficiency is not verified. The implications, limitations, and guidelines for future research are presented.

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Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy

Cited by 416 publications

References 80 publications

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

Managing in an economic crisis: The role of market orientation in an international law firm

The Effect of Sustainability as Innovation Objectives on Innovation Efficiency

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