“…Market-based knowledge acquisition refers to how the market behaves by understanding customers and competitors well to enhance firm capability in innovation (Evangelista & Mac, 2016). It thus concerns issues about the tastes, backgrounds, experiences of both customers and competitors in the market space and its effect has been explored by marketing researchers (Aminu, 2018;Leng, Liu, Tan, & Pang, 2015;Li, Xie, & Cheng, 2017;Taghizadeh et al, 2018;Verhees & Meulenberg, 2004). Researchers' indicate that customer consumption patterns, and preferences are all linked to customer knowledge (Taghizadeh, et al, 2018).…”