The impact of market orientation on types and performance of product innovation

ZHANG  Jing; DUAN  Yan-Ling

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Science Research Management ›› 2011, Vol. 32 ›› Issue (5) : 68-77.

The impact of market orientation on types and performance of product innovation

Zhang Jing, Duan Yanling

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Abstract

The empirical research findings on whether or not and how market orientation impacts on product innovation are quite inconsistent, relevant studies rarely distinguish innovation types and empirical verification of export-oriented enterprises are not available. Based on a questionnaire survey of 220 Chinese export-oriented manufacturing enterprises, the following conclusion are drawn: (1) Two types of innovation are significantly positively related to the product innovation performance, and among them, the role of radical innovation is more significant; (2) Among three dimensions of export market orientation, customer orientation and inter-functional coordination have significant positive impact on radical and incremental innovations. In addition, inter-functional coordination impacts radical innovation more significantly, while customer orientation impacts incremental innovation more significantly; (3) inter-functional coordination has a greatest total effect on new product performance, customer orientation plays a less important role, and the impact of competitor orientation is not significant. Managerial implications on how to improve innovation activity and enhance product innovation performance are provided for Chinese export-oriented manufacturing enterprises.

Key words

market orientation / radical innovation / incremental innovation / product innovation performance / export-oriented manufacturing enterprise

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Zhang Jing, Duan Yanling. The impact of market orientation on types and performance of product innovation[J]. Science Research Management. 2011, 32(5): 68-77

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