Market orientation and innovation: an inter‐relationship analysis

Purpose – Market orientation analyses have focused on two broad‐ranging approaches: the behavioural and the philosophical. The concepts of innovation and market orientation are gaining ground steadily in the context of an increasingly competitive and highly volatile environment, subject to the pressures of rapid‐changing customer needs and desires. This premise underlies the general aim of this study, which is to determine to what extent companies operating in the same sector and with similar market orientation are similarly concerned about innovation.Design/methodology/approach – The population for this study comprises the leading 465 textile companies operating in Spain, listed in the ARDAN database. Data were gathered from in‐depth personalised interviews with 17 company directors operating within the textile sector. In order to verify the hypotheses, groups with similar market orientation were identified using a combination of two techniques: multidimensional scaling analysis; and cluster analysis. Af...

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