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The effect of market orientation on product innovation

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Abstract

Numerous scholars have debated whether marketing fosters or stifles innovation. The discussions, however, have been inconclusive due to limited empirical evidence. The authors investigate the relationship between two focal constructs in the debate: market orientation and product innovation. On the basis of a sample of U.S. manufacturing companies, the authors’ analysis shows that product innovation varies with market orientation. Specifically, (1) customer orientation increases the introduction of new-to-the-world products and reduces the launching of me-too products, (2) competitor orientation increases the introduction of me-too products and reduces the launching of line extensions and new-to-the-world products, and (3) interfunctional coordination increases the launching of line extensions and reduces the introduction of me-too products.

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Authors and Affiliations

  1. University of Melbourne, Melbourne, Australia

    Bryan A. Lukas

  2. Colorado State University, Colorado, USA

    O. C. Ferrell

Authors
  1. Bryan A. Lukas
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  2. O. C. Ferrell
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Additional information

Bryan A. Lukas is a senior lecturer in marketing at the University of Melbourne, Australia. His research interests are in the areas of strategic marketing and strategic innovation. His publications have appeared in theJournal of Business Research and other journals. Two conference papers have received recognition from the American Marketing Association.

O. C. Ferrell is a professor of marketing at Colorado State University. He has served as president of the Academic Council of the American Marketing Association and is a fellow of the Society for Marketing Advances and Southwest Marketing Association. His publications have appeared in theJournal of Marketing, theJournal of Marketing Research theJournal of the Academy of Marketing Science, theJournal of Public Policy & Marketing, theJournal of Business Research, as well as others. He has co-authored 17 books and more than 100 articles and proceedings’ publications. He has worked as a consultant with organizations such as General Motors, Emerson Electric, and the Water Quality Association.

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Lukas, B.A., Ferrell, O.C. The effect of market orientation on product innovation. J. of the Acad. Mark. Sci. 28, 239–247 (2000). https://doi.org/10.1177/0092070300282005

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