Innovation or customer orientation? An empirical investigation

Author: Berthon Pierre   Hulbert James Mac   Pitt Leyland  

Publisher: Emerald Group Publishing Ltd

ISSN: 0309-0566

Source: European Journal of Marketing, Vol.38, Iss.9-10, 2004-09, pp. : 1065-1090

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Abstract

This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter-relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a business corresponds to the resulting archetypes. An empirical test of reliability and validity resulted in four clearly defined factors that correspond to the archetypes in the model. A refined version of the scale is then used to examine the relationship between the strategic archetypes and firm performance.