The influence of market orientation on e-business innovation and performance: the role of the top management team
Rapp, Adam Schillewaert, Niels Wei Hao, Andrew
Rapp, Adam
Schillewaert, Niels
Wei Hao, Andrew
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Publication Type
Journal article
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Supervisor
Publication Year
2008
Journal
Journal of Marketing. Theory and Practice
Book
Publication Volume
16
Publication Issue
1
Publication Begin page
7
Publication End page
25
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Abstract
There is a general belief that a firm's market orientation can lead to innovativeness and positive performance outcomes. In this research, we attempt to build upon previous research in the market orientation and innovation literatures and examine how the behavior of the top management team can influence the aforementioned relationships as well as several dimensions of performance. Employing a multigroup approach in structural equation modeling, we demonstrate the moderating role of the top management team's involvement with the technology innovation. In addition to finding support for the relationships grounded in previous theory, our findings suggest that having top management "champion" the technology innovation initiatives is crucial for successful results.
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Keywords
Innovation, Market Strategy