Titelaufnahme
Titelaufnahme
- TitelThe Influence of Market Orientation on Innovativeness
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- Enthalten inJournal of Business Chemistry, H. Journal of Business Chemistry, S. 19-29
- Erschienen
- AnmerkungSection "Introduction to Innovation Management"
- SpracheEnglisch
- DokumenttypAufsatz in einer Zeitschrift
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Abstract
With a constant demand for new products, shorter product life-cycles, and a rise in global competition, innovativeness and the generation of innovations are imperative for a company’s growth and competitiveness in today’s market. Market orientation is a concept that leads to better firm performance and competitiveness and has been shown to influence innovativeness. Due to the significance of innovativeness for a company’s success, understanding what influences it is quite important. This article first examines the individual concepts of market orientation and innovativeness and then evaluates the depth of the connection between these concepts. The results demonstrate significant overlaps. Also, an expansion of the traditional market orientation concept to include additional stakeholders and sustainability concerns is discussed. A look at current innovative projects of a selected chemical corporation demonstrates, that both the significant influence of market orientation on innovativeness as well as the consideration of sustainability and additional stakeholders can be observed in the chemical industry.
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