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journal contribution
posted on 2023-05-19, 15:44 authored by Hynes, N, Mollenkopf, DAStudies have shown that market orientation has been associated with superior performance in several industries. However Dedicated Biotechnology Firms (DBFs), and other technology-based firms operate in turbulent environments where knowledge, alliances and being first to establish technical leadership are paramount. The importance of technological orientation is exaggerated. This international empirical study examines the relationship between market and technological orientation and firm performance, including new product success. A new scale to capture technological orientation is developed and validated but no relationship between this and firm performance is found. Results show the cross-cultural validity of the scale for market orientation and positive association between some measure of performance and the level of market orientation.
History
Publication title
International Journal of Technology MarketingPagination
243-264ISSN
1741-878XDepartment/School
TSBEPublisher
Inderscience PublishersPlace of publication
United KingdomRights statement
Copyright © 2006 Inderscience Enterprises Ltd.Repository Status
- Open