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How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure
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| Zeitschriftentitel: | Journal of Business & Industrial Marketing |
|---|---|
| Personen und Körperschaften: | , |
| In: | Journal of Business & Industrial Marketing, 33, 2018, 7, S. 970-983 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Emerald
|
| Schlagwörter: |
| author_facet |
Ashrafi, Amir Zare Ravasan, Ahad Ashrafi, Amir Zare Ravasan, Ahad |
|---|---|
| author |
Ashrafi, Amir Zare Ravasan, Ahad |
| spellingShingle |
Ashrafi, Amir Zare Ravasan, Ahad Journal of Business & Industrial Marketing How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure Marketing Business and International Management |
| author_sort |
ashrafi, amir |
| spelling |
Ashrafi, Amir Zare Ravasan, Ahad 0885-8624 Emerald Marketing Business and International Management http://dx.doi.org/10.1108/jbim-05-2017-0109 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Market orientation (MO) (intelligence generation, intelligence dissemination and responsiveness) is known as one of the key concepts in marketing literature. Although prior research has widely focused on the meaning and application of MO, few attempts have been made to explore how market-oriented firms lead to innovation and market performance and what factors actually moderate this relationship. To fill this gap, the present study aims to explore the relationship between MO, innovation and market performance. This study also attempts to examine the intervening role of IT infrastructure, business analytics (BA) capabilities and market turbulence in the proposed model.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>In this study, a questionnaire-based survey was undertaken to test the proposed hypotheses. To verify the proposed theoretical model, partial least squares (PLS)/structured equation modeling (SEM) was performed with 114 valid survey data.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Despite prior studies which postulated innovation performance as the final outcome of MO (Han <jats:italic>et al.</jats:italic>, 1998; Song <jats:italic>et al.</jats:italic>, 2015), this study focused on innovation performance as a mediating outcome which finally leads to market performance. The statistical results approve the putative relationship which means managers would be able to realize the paramount role of innovation as an integral part of achieving higher market performance. In addition, no support was found for the relationship between intelligence generation and responsiveness. This finding shows that not all obtained information can help managers in the decision-making process.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study aims to enrich literature by developing a conceptual model to test the link between MO, innovation and market performance. The value of this study is to investigate the roles of flexible IT infrastructure, BA capabilities and market turbulence as the potential moderators in the proposed model. The results advance the understanding of the influence of BA capabilities on the link between intelligence dissemination and responsiveness. Findings also show innovation performance as remarkable and deemed valuable capability, leading to higher performance in marketing-related activities, particularly in highly turbulent markets.</jats:p> </jats:sec> How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure Journal of Business & Industrial Marketing |
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10.1108/jbim-05-2017-0109 |
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| title |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_unstemmed |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_full |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_fullStr |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_full_unstemmed |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_short |
How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_sort |
how market orientation contributes to innovation and market performance: the roles of business analytics and flexible it infrastructure |
| topic |
Marketing Business and International Management |
| url |
http://dx.doi.org/10.1108/jbim-05-2017-0109 |
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2018 |
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970-983 |
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<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>Market orientation (MO) (intelligence generation, intelligence dissemination and responsiveness) is known as one of the key concepts in marketing literature. Although prior research has widely focused on the meaning and application of MO, few attempts have been made to explore how market-oriented firms lead to innovation and market performance and what factors actually moderate this relationship. To fill this gap, the present study aims to explore the relationship between MO, innovation and market performance. This study also attempts to examine the intervening role of IT infrastructure, business analytics (BA) capabilities and market turbulence in the proposed model.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>In this study, a questionnaire-based survey was undertaken to test the proposed hypotheses. To verify the proposed theoretical model, partial least squares (PLS)/structured equation modeling (SEM) was performed with 114 valid survey data.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>Despite prior studies which postulated innovation performance as the final outcome of MO (Han <jats:italic>et al.</jats:italic>, 1998; Song <jats:italic>et al.</jats:italic>, 2015), this study focused on innovation performance as a mediating outcome which finally leads to market performance. The statistical results approve the putative relationship which means managers would be able to realize the paramount role of innovation as an integral part of achieving higher market performance. In addition, no support was found for the relationship between intelligence generation and responsiveness. This finding shows that not all obtained information can help managers in the decision-making process.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This study aims to enrich literature by developing a conceptual model to test the link between MO, innovation and market performance. The value of this study is to investigate the roles of flexible IT infrastructure, BA capabilities and market turbulence as the potential moderators in the proposed model. The results advance the understanding of the influence of BA capabilities on the link between intelligence dissemination and responsiveness. Findings also show innovation performance as remarkable and deemed valuable capability, leading to higher performance in marketing-related activities, particularly in highly turbulent markets.</jats:p>
</jats:sec> |
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| description | <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Market orientation (MO) (intelligence generation, intelligence dissemination and responsiveness) is known as one of the key concepts in marketing literature. Although prior research has widely focused on the meaning and application of MO, few attempts have been made to explore how market-oriented firms lead to innovation and market performance and what factors actually moderate this relationship. To fill this gap, the present study aims to explore the relationship between MO, innovation and market performance. This study also attempts to examine the intervening role of IT infrastructure, business analytics (BA) capabilities and market turbulence in the proposed model.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>In this study, a questionnaire-based survey was undertaken to test the proposed hypotheses. To verify the proposed theoretical model, partial least squares (PLS)/structured equation modeling (SEM) was performed with 114 valid survey data.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Despite prior studies which postulated innovation performance as the final outcome of MO (Han <jats:italic>et al.</jats:italic>, 1998; Song <jats:italic>et al.</jats:italic>, 2015), this study focused on innovation performance as a mediating outcome which finally leads to market performance. The statistical results approve the putative relationship which means managers would be able to realize the paramount role of innovation as an integral part of achieving higher market performance. In addition, no support was found for the relationship between intelligence generation and responsiveness. This finding shows that not all obtained information can help managers in the decision-making process.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study aims to enrich literature by developing a conceptual model to test the link between MO, innovation and market performance. The value of this study is to investigate the roles of flexible IT infrastructure, BA capabilities and market turbulence as the potential moderators in the proposed model. The results advance the understanding of the influence of BA capabilities on the link between intelligence dissemination and responsiveness. Findings also show innovation performance as remarkable and deemed valuable capability, leading to higher performance in marketing-related activities, particularly in highly turbulent markets.</jats:p> </jats:sec> |
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| spelling | Ashrafi, Amir Zare Ravasan, Ahad 0885-8624 Emerald Marketing Business and International Management http://dx.doi.org/10.1108/jbim-05-2017-0109 <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Market orientation (MO) (intelligence generation, intelligence dissemination and responsiveness) is known as one of the key concepts in marketing literature. Although prior research has widely focused on the meaning and application of MO, few attempts have been made to explore how market-oriented firms lead to innovation and market performance and what factors actually moderate this relationship. To fill this gap, the present study aims to explore the relationship between MO, innovation and market performance. This study also attempts to examine the intervening role of IT infrastructure, business analytics (BA) capabilities and market turbulence in the proposed model.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>In this study, a questionnaire-based survey was undertaken to test the proposed hypotheses. To verify the proposed theoretical model, partial least squares (PLS)/structured equation modeling (SEM) was performed with 114 valid survey data.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Despite prior studies which postulated innovation performance as the final outcome of MO (Han <jats:italic>et al.</jats:italic>, 1998; Song <jats:italic>et al.</jats:italic>, 2015), this study focused on innovation performance as a mediating outcome which finally leads to market performance. The statistical results approve the putative relationship which means managers would be able to realize the paramount role of innovation as an integral part of achieving higher market performance. In addition, no support was found for the relationship between intelligence generation and responsiveness. This finding shows that not all obtained information can help managers in the decision-making process.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study aims to enrich literature by developing a conceptual model to test the link between MO, innovation and market performance. The value of this study is to investigate the roles of flexible IT infrastructure, BA capabilities and market turbulence as the potential moderators in the proposed model. The results advance the understanding of the influence of BA capabilities on the link between intelligence dissemination and responsiveness. Findings also show innovation performance as remarkable and deemed valuable capability, leading to higher performance in marketing-related activities, particularly in highly turbulent markets.</jats:p> </jats:sec> How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure Journal of Business & Industrial Marketing |
| spellingShingle | Ashrafi, Amir, Zare Ravasan, Ahad, Journal of Business & Industrial Marketing, How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure, Marketing, Business and International Management |
| title | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_full | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_fullStr | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_full_unstemmed | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_short | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| title_sort | how market orientation contributes to innovation and market performance: the roles of business analytics and flexible it infrastructure |
| title_unstemmed | How market orientation contributes to innovation and market performance: the roles of business analytics and flexible IT infrastructure |
| topic | Marketing, Business and International Management |
| url | http://dx.doi.org/10.1108/jbim-05-2017-0109 |