Abstract
This paper provides an empirical investigation of the impact of
market orientation on firms’ economic performance during the
period 1998-2012 using a panel of Italian manufacturing firms.
We introduce a dynamic concept of market orientation, in that
we define a market-oriented firm as one that persistently under-
takes product and marketing innovation, while at the same time
introducing organisational changes and training efforts to man-
age and improve its knowledge asset over the long term. The
conceptual framework within which we have developed the anal-
ysis considers both the management approach, from which we
take the notion of a firm’s market orientation to innovation, and
the economics of innovation approach. The results show that be-
ing a market-oriented firm significantly affects profitability, in a
framework in which this latter is simultaneously estimated with
productivity, thus allowing for more precise estimates of the re-
lationship being tested for
Lingua originale | English |
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Editore | Vita e Pensiero |
Numero di pagine | 33 |
ISBN (stampa) | 9788834335796 |
Stato di pubblicazione | Pubblicato - 2018 |
Keywords
- market orientation
- product innovation