the contribution of business orientations, especially marketing orientation and innovation orientation to the creation of …. The paper includes partial least squares. Findings – The findings demonstrate that being marketing‐oriented and innovation …‐centric value than innovation orientation in developing business environment, whereas the opposite was found in the context of …

paper examines the factors that influence companies' marketing innovation decisions and marketing performances by using the …, the findings show that customer orientation enhances marketing performance, but does not influence marketing innovation … marketing innovation decision, but not on marketing performance. Second, marketing innovation activities such as product design …