Market Orientation, Innovativeness, Product Innovation, and Performance in Small Firms
研究了小企业中市场导向和创新性对产品创新及绩效的联合影响，使用152家玫瑰种植户的客观产品创新数据，发现所有者创新性正向影响所有变量，而客户市场情报对产品创新的影响取决于所有者创新性的强弱。
Most research on market orientation, innovation and performance is related to big enterprises and small and medium-sized enterprises (SMEs). In this study a model is developed to investigate the combined effect of market orientation and innovativeness on product innovation and company performance, for small firms. A specific feature of our research is that we use an objective measure for product innovation in contrast to the self-reported measures commonly used in research on innovation. To test our model data from 152 rose growers were used. This study's results show that the owner's innovativeness permeates all variables in the model and has a positive influence on market orientation, innovation, and performance. An interesting research result is also that customer market intelligence influences product innovation positively or negatively, depending on whether the innovativeness of the owner in the new product domain is weak or strong.