Rajala, Risto; Westerlund, Mika; Möller, Kristian - In: European Journal of Marketing 46 (2012) 10, pp. 1368-1388
Purpose – This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm of open innovation may impact a firm's adaptability and responsiveness under conditions of environmental...