In pursuing sustainable competitive advantage, firms undertake a range of strategic initiatives such as innovation … interaction of two or more strategies. This study explores the interaction between two strategies, innovation and market … orientation, and identifies key components of the market orientation construct as antecedent factors of the innovation performance …

Purpose – This study aims to explore the nature of the interactions between two strategies, innovation and market … are antecedent factors of the innovation performance of the firm. Design/methodology/approach – Correlation analysis was …. The data were supplemented by information obtained from the firm's annual reports. Findings – Innovation was found to be …

small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the … linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation … survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and …

Contradictions are still found in the research about innovation and market orientation towards performance, most of the … researchers stated that both innovation and market orientation have positive effect on innovation, while others argue that they … negatively affects performance. This research presents a market orientation and innovation model toward performance of Bank …