OPTIMISATION OF MARKETING MANAGEMENT BY LOOKING AT STRATEGIC ORIENTATION, TECHNOLOGY ORIENTATION AND INNOVATION PERFORMANCE

Authors

  • Wenyue Wang Cambridge Judge Business School, University of Cambridge, United Kingdom
  • Xihong Liu Buckingham Business School, The University of Buckingham, United Kingdom
  • Huanjun Li Department of Marketing and Strategy Cardiff University, United Kingdom

Keywords:

Innovation performance, Marketing management, Customer orientation, Technology orientation

Abstract

We examine three types of strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this relationship. We test our hypotheses on a sample of 1603 French manufacturing firms and show that organizations with a combined customer/technology orientation outperform those with a customer or technology orientation alone. We also show that the moderating effect of marketing management in boosting innovation success is positive for all orientations, but greatest for organizations with a technology orientation. Finally, we find that the moderating effect of marketing management on the relationship between orientation and performance increases as more elements of the marketing mix are deployed simultaneously.

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Published

2022-04-28

How to Cite

Wang, W., Liu, X., & Li, H. (2022). OPTIMISATION OF MARKETING MANAGEMENT BY LOOKING AT STRATEGIC ORIENTATION, TECHNOLOGY ORIENTATION AND INNOVATION PERFORMANCE. Accounting, Organization & Economics, 1(3), 252-278. Retrieved from https://fortunepublishing.org/index.php/aoe/article/view/105

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Articles