The Influence of Market Orientation on E-Business Innovation and Performance: The Role of the Top Management Team

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...

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Published in:Journal of marketing theory and practice 2008-01, Vol.16 (1), p.7-25
Main Authors: Rapp, Adam, Schillewaert, Niels, Hao, Andrew Wei
Format: Article
Language:English
Subjects:
Behavior
Business innovation
Business management
Business structures
Corporate culture
Corporate strategies
Hypothesis testing
Influence
Information technology
Innovations
Management principles
Market orientation
Marketing
Marketing management
Marketing strategies
Roles
Structural equation modeling
Technological innovation
Upper management
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container_title Journal of marketing theory and practice
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creator Rapp, Adam
Schillewaert, Niels
Hao, Andrew Wei
description 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.
doi_str_mv 10.2753/MTP1069-6679160101
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subjects Behavior
Business innovation
Business management
Business structures
Corporate culture
Corporate strategies
Hypothesis testing
Influence
Information technology
Innovations
Management principles
Market orientation
Marketing
Marketing management
Marketing strategies
Roles
Structural equation modeling
Technological innovation
Upper management
title The Influence of Market Orientation on E-Business Innovation and Performance: The Role of the Top Management Team
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