Impacto de la orientación proactiva y reactiva al mercado sobre el éxito de la innovación. El papel moderador de la orientación al aprendizaje
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dic 1, 2014
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Resumen
Desde la perspectiva teórica propuesta por Narver et al. (2004), este artículo analiza el efecto de la orientación al mercado reactiva y proactiva sobre el éxito de la innovación y la moderación de la orientación al aprendizaje con fuentes internas y de mercado. Utilizando regresión lineal, se encuentra que la orientación al mercado reactiva tiene un efecto lineal positivo sobre el éxito de la innovación, mientras la proactiva tiene un efecto de U invertida, moderado por la orientación al aprendizaje de mercado. El texto demuestra que el efecto de cada tipo de orientación depende del tipo aprendizaje. Y se concluye que las empresas mejorarán su éxito de la innovación combinando adecuadamente su orientación al mercado con el tipo de aprendizaje utilizado.
Keywords
market orientation, learning orientation., innovationorientación al mercado, aprendizaje organizacional., innovaciónorientação no mercado, aprendizagem organizacional., inovação
References
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Akgun, A. E., Lynn, G. S., and Byrne, J. C. (2006). Antecedents and consequences of unlearning in new product development teams. Journal of Product Innovation Management, 23 (1), 73-88.
Anderson, J. C., and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103 (3), 11-423.
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingency approach. Journal of Product Innovation anagement, 12 (4), 275-293.
Atuahene-Gima, K., Slater, S. F., and Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22 (6), 464-482.
Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Baker, W. E., and Sinkula J. M. (1999a). Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance. Journal of Market Focused Management, 4 (4), 295-308.
Baker, W. E., and Sinkula J. M. (1999b). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27 (4), 411-427.
Baker, W. E., and Sinkula, J. M. (2002). Market orientation, learning orientation and product innovation: Delving into the organization’s black box. Journal of Market Focused Management, 5 (1), 5-23.
Baker, W. E., and Sinkula, J. M. (2007). Does market orientation facilitate balanced innovation programs? An organizational learning perspective. Journal of Product Innovation Management, 24 (4), 316-334.
Baker, W. E., and Sinkula, J. M. (2009). The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses. Journal of Small Business Management, 47 (4), 443-464.
Boumgarden, P., Nickerson, J., and Zenger, T. R. (2012). Sailing into the wind: Exploring the relationships among ambidexterity, vacillation, and organizational performance. Strategic Management Journal, 33 (6), 587-610.
Cavusgil, S. T., and Elvey-Kirk, L. A. (1998). Mail survey response behavior: a conceptualization of motivating factors and an empirical study. European Journal of Marketing, 32 (11/12), 1165-1192.
Christensen, C. M., and Bower, J. L. (1996). Customer power, strategic investment, and the failure of leading firms. Strategic Management Journal, 17, 197-219.
Cohen, W. M., and Levinthal, D. M. (1989). Innovation and learning: The two faces of R&D. The Economic Journal, 99 (397), 569-596.
Cohen, W. M., and Levinthal, D. M. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35 (1), 128-152.
Cyert, R. M., and March, J. G. (1963). Behavioral theory of the firm. Cambridge, MA: Blackwell Business. Danneels, E., and Kleinschmidt, E. J. (2001). Product innovativeness from the firm’s perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management, 18 (6), 357-373.
Day, G. S. (1991). Learning about markets. Marketing Science Institute, Report Number 91-117, Cambridge, MA: Marketing Science Institute.
Day, G. S. (1994a). Continuous learning aboutmarkets. California Management Review, 36 (4), 9-31.
Day, G. S. (1994b). The capabilities of marketdriven organizations. The Journal of Marketing, 58 (4), 37-52.
Deshpande, R., Farley, J., and Webster, F. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A Quadrat Analysis. Journal of Marketing, 57 (1), 23-37.
Dess, G. G., Ireland, R. D., Zahra, S. A., Floyd, S.W., Janney, J. J., and Lane, P. J. (2003). Emerging issues in corporate entrepreneurship. Journal of Management, 29 (3), 351-378.
Dickson, P. R. (1996). The static and dynamics mechanics of competition: A comment on Hunt and Morgan´s omparative advantage theory. Journal of Marketing, 1, 93-122.
Dixon, N. M. (1992) Organizational learning: A review of literature with implications for HRD professionals. Human Resource Development Quarterly, 3 (1), 29-49.
Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18 (1), 39-50.
Frosch, R. (1996). The customer for R&D is always wrong! Research-Technology Management, 39 (6), 22-27.
Garcia, R., and Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19 (2), 110-132.
Grinstein, A. (2006). The relationship between market orientation and its components on innovation consequences: A meta-analysis. Journal of The Academic Marketing Science, 36, 166-173.
Grinstein, A. (2008). The effect of market orientation and alternative strategic orientations: A meta-analysis. European Journal of Marketing, 42 (1/2), 115-134.
Hamel, G., and Prahalad, C. K. (1994). Competing for the future. Boston: HBS Press.
Han, J. K., Namwoon, K., and Srivastava R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62 (4), 30-45.
Huber G. (1991). Organizational learning: The contributing processes and literature. Organization Science, 2, 88-115.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20 (2), 195-202.
Hult, G., Thomas, M., Hurley, R. F., and Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33 (5), 429-438.
Hunt, S. D., and Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59 (April), 1-15.
Hunt, S. D., and Morgan, R. M. (1996). The resource-advantage theory of competition: Dynamics, path dependencies and evolutionary dimensions. Journal of Marketing, 60 (3), 107-114.
Hurley, R. F., Hult, G. T., and Knight, G. A. (2005). Innovativeness and capacity to innovate in a complexity of firm-level relationships: A response to Woodside 2004. Industrial Marketing Management, 34 (3), 281-283.
Hyvarinen L. (1990). Innovativeness and its indicators in small and medium-sized industrial enterprises. International Small Business Journal, 9 (1), 64-74.
Jaccard, J., Turrisi, R., and Wan, C. K. (1990). Interaction effects in multiple regression. Newbury Park, CA: Sage Publications.
Jaworski, B., and Kohli, A. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57 (3), 53-70.
Kim, Y., Song, K., and Lee J. (1993). Determinants of technological innovation in the small firms in Korea. R & D Management, 23 (3), 215-226.
Kohli, A. K., and Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54 (2), 1-18.
Lamore, P. R., Berkowitz, D., and Farrington, P. A. (2013). Proactive/responsive market orientation and marketing – research and development integration. Journal of Product Innovation Management, 30 (4), 695-711.
Lee, Y., and O’Connor, G. C. (2003). The impact of communication strategy on launching new products: The moderating role of product innovativeness, Journal of Product Innovation Management, 20 (1), 4-21.
Levinthal, D. A., and March, J. G. (1993). The myopia of learning. Strategic Management Journal, 14, 95-112.
Li, C. R., Lin, C. J., and Chu, C. P. (2008). The nature of market orientation and the ambidexterity of innovations. Management Decision, 46, 1002-1026.
Li, T., and Calantone, R. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62 (4), 13-29.
Lukas, B. A., and Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28 (2), 239-248.
Malaver, R. F., and Vargas, M. (2004). Los procesos de innovación en América Latina: aportes para su caracterización. Academia. Revista Latinoamericana de Administración, 33, 5-33.
Maltz, E., and Kohli, A. K. (1996). Market intelligence dissemination across functional boundaries. Journal of Marketing Research, 33, 47-61.
March, J. G. (1991). Exploration and exploitation in organizational learning. Organization Science, 2 (1), 71-87.
Moorman, C., and Rust, R. (1999). The role of marketing. Journal of Marketing, 63, 180-197.
Narver, J. C., and Slater, S. F. (1991). Becoming more market oriented: An exploratory study of the programmatic and market-back approaches. Working paper, Marketing Science Institute.
Narver, J. C., Slater, S. F., and Maclachlan, D. L. (2004). Responsive and proactive market orientation and new product success. Journal of Product Innovation Management, 21, 334-347.
Nickerson, J. A., and Zenger, T. R. (2002). Being efficiently fickle: A dynamic theory of organizational choice. Organization Science, 13 (5), 547-566.
Olsen, S. B. (2009). Choosing between internet and mail survey modes for choice experiment surveys considering non-market goods. Environmental and Resource Economics, 44 (4), 591-610.
Pelham, A., and Wilson, D. (1996). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of business performance. Journal of the Academy of Marketing Science, 24 (1), 27-43.
Ruvio, A.A., Shoham, A., Vigoda-Gadot, E., and Schwabsky, N. (2014). Organizational Innovativeness: Construct Development and Cross-Cultural Validation. Journal of Product Innovation Management, 31 (5), 1004-1022.
Senge, P. M. (1990). The fifth discipline: The art and practice of the learning organization. New York: Doubleday.
Simpson, P. M., Siguaw, J. A., and Enz, C. A. (2006).Innovation orientations outcomes: The good and the bad. Journal of Business Research, 59 (10), 1133-1141.
Sinkula, J. M., Baker, W., and Noordewier, T. G. (1997). A framework for market-based organizational learning: Linking values, knowledge and behavior. Journal of the Academy of Marketing Science, 25, 305-318.
Slater, S. F., and Narver, J. C. (1994). Does competitive environment moderate the market orientation–performance relationship? Journal of Marketing, 58 (1), 46-55.
Slater, S. F., and Narver, J. C. (1995). Market orientation and the learning organization, The Journal of Marketing, 59 (3), 1652-1669.
Slater, S. F., and Narver, J. C. (1998). Customerled and market-oriented: Let’s not confuse the two. Strategic Management Journal, 19 (10), 1001-1006.
Slater, S. F., and Narver, J. C. (1999). Market-oriented is more than being customer-led. Strategic Management Journal, 20 (12), 1165-1170.
Song, M., and Thieme, R. J. (2006). A cross-national investigation of the R&D-marketing interface in the product innovation process. Industrial Marketing Management, 35, 308-322.
Tan, M., and Liu, Z. (2014). Paths to success: An ambidexterity perspective on how responsive and proactive market orientations affect SME’s business performance. Journal of Strategic Marketing, 22 (5), 420-441.
Totterdell, P., Desmond, L., Kamal, B., Chris, C., and Toby, W. (2002). An investigation of the contents and consequences of major organizational innovations. International Journal of Innovation Management, 6, 343-368.
Tsai, K. H., Chou, C., and Kuo, J. H. (2008). The curvilinear relationship between responsive and proactive market orientation and new product performance: A contingent link. Industrial Marketing Management, 37, 884-894.
Voola, R., and O’Cass, A. (2010). Implementing competitive strategies: The role of responsive and proactive market orientations. European Journal of Marketing, 44 (1/2), 245-266.
Webster, F. E. Jr. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56 (October), 1-17.
Weerawardena, J., O’Cass, A., and Julian, C. (2006). Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, 59, 37-45.
Yannopoulos, P., Auh, S., and Menguc, B. (2012). Achieving fit between learning and market orientation: Implications for new product performance. Journal of Product Innovation Management, 29 (4), 531-545.
Zhang, J., and Duan, Y. (2010). The impact of different types of market orientation on product innovation performance: Evidence from Chinese manufacturers. Management Decision, 48 (6), 849-867.
Zhao, Y., Li, Y., Lee, S. H., and Chen, L. B. (2011) Entrepreneurial orientation, organizational learning, and performance: Evidence from China. Entrepreneurship Theory and Practice, 35 (2), 293-317.
Akgun, A. E., Lynn, G. S., and Byrne, J. C. (2006). Antecedents and consequences of unlearning in new product development teams. Journal of Product Innovation Management, 23 (1), 73-88.
Anderson, J. C., and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103 (3), 11-423.
Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingency approach. Journal of Product Innovation anagement, 12 (4), 275-293.
Atuahene-Gima, K., Slater, S. F., and Olson, E. M. (2005). The contingent value of responsive and proactive market orientations for new product program performance. Journal of Product Innovation Management, 22 (6), 464-482.
Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
Baker, W. E., and Sinkula J. M. (1999a). Learning orientation, market orientation, and innovation: Integrating and extending models of organizational performance. Journal of Market Focused Management, 4 (4), 295-308.
Baker, W. E., and Sinkula J. M. (1999b). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27 (4), 411-427.
Baker, W. E., and Sinkula, J. M. (2002). Market orientation, learning orientation and product innovation: Delving into the organization’s black box. Journal of Market Focused Management, 5 (1), 5-23.
Baker, W. E., and Sinkula, J. M. (2007). Does market orientation facilitate balanced innovation programs? An organizational learning perspective. Journal of Product Innovation Management, 24 (4), 316-334.
Baker, W. E., and Sinkula, J. M. (2009). The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses. Journal of Small Business Management, 47 (4), 443-464.
Boumgarden, P., Nickerson, J., and Zenger, T. R. (2012). Sailing into the wind: Exploring the relationships among ambidexterity, vacillation, and organizational performance. Strategic Management Journal, 33 (6), 587-610.
Cavusgil, S. T., and Elvey-Kirk, L. A. (1998). Mail survey response behavior: a conceptualization of motivating factors and an empirical study. European Journal of Marketing, 32 (11/12), 1165-1192.
Christensen, C. M., and Bower, J. L. (1996). Customer power, strategic investment, and the failure of leading firms. Strategic Management Journal, 17, 197-219.
Cohen, W. M., and Levinthal, D. M. (1989). Innovation and learning: The two faces of R&D. The Economic Journal, 99 (397), 569-596.
Cohen, W. M., and Levinthal, D. M. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35 (1), 128-152.
Cyert, R. M., and March, J. G. (1963). Behavioral theory of the firm. Cambridge, MA: Blackwell Business. Danneels, E., and Kleinschmidt, E. J. (2001). Product innovativeness from the firm’s perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management, 18 (6), 357-373.
Day, G. S. (1991). Learning about markets. Marketing Science Institute, Report Number 91-117, Cambridge, MA: Marketing Science Institute.
Day, G. S. (1994a). Continuous learning aboutmarkets. California Management Review, 36 (4), 9-31.
Day, G. S. (1994b). The capabilities of marketdriven organizations. The Journal of Marketing, 58 (4), 37-52.
Deshpande, R., Farley, J., and Webster, F. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: A Quadrat Analysis. Journal of Marketing, 57 (1), 23-37.
Dess, G. G., Ireland, R. D., Zahra, S. A., Floyd, S.W., Janney, J. J., and Lane, P. J. (2003). Emerging issues in corporate entrepreneurship. Journal of Management, 29 (3), 351-378.
Dickson, P. R. (1996). The static and dynamics mechanics of competition: A comment on Hunt and Morgan´s omparative advantage theory. Journal of Marketing, 1, 93-122.
Dixon, N. M. (1992) Organizational learning: A review of literature with implications for HRD professionals. Human Resource Development Quarterly, 3 (1), 29-49.
Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18 (1), 39-50.
Frosch, R. (1996). The customer for R&D is always wrong! Research-Technology Management, 39 (6), 22-27.
Garcia, R., and Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: A literature review. Journal of Product Innovation Management, 19 (2), 110-132.
Grinstein, A. (2006). The relationship between market orientation and its components on innovation consequences: A meta-analysis. Journal of The Academic Marketing Science, 36, 166-173.
Grinstein, A. (2008). The effect of market orientation and alternative strategic orientations: A meta-analysis. European Journal of Marketing, 42 (1/2), 115-134.
Hamel, G., and Prahalad, C. K. (1994). Competing for the future. Boston: HBS Press.
Han, J. K., Namwoon, K., and Srivastava R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62 (4), 30-45.
Huber G. (1991). Organizational learning: The contributing processes and literature. Organization Science, 2, 88-115.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20 (2), 195-202.
Hult, G., Thomas, M., Hurley, R. F., and Knight, G. A. (2004). Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33 (5), 429-438.
Hunt, S. D., and Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59 (April), 1-15.
Hunt, S. D., and Morgan, R. M. (1996). The resource-advantage theory of competition: Dynamics, path dependencies and evolutionary dimensions. Journal of Marketing, 60 (3), 107-114.
Hurley, R. F., Hult, G. T., and Knight, G. A. (2005). Innovativeness and capacity to innovate in a complexity of firm-level relationships: A response to Woodside 2004. Industrial Marketing Management, 34 (3), 281-283.
Hyvarinen L. (1990). Innovativeness and its indicators in small and medium-sized industrial enterprises. International Small Business Journal, 9 (1), 64-74.
Jaccard, J., Turrisi, R., and Wan, C. K. (1990). Interaction effects in multiple regression. Newbury Park, CA: Sage Publications.
Jaworski, B., and Kohli, A. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57 (3), 53-70.
Kim, Y., Song, K., and Lee J. (1993). Determinants of technological innovation in the small firms in Korea. R & D Management, 23 (3), 215-226.
Kohli, A. K., and Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54 (2), 1-18.
Lamore, P. R., Berkowitz, D., and Farrington, P. A. (2013). Proactive/responsive market orientation and marketing – research and development integration. Journal of Product Innovation Management, 30 (4), 695-711.
Lee, Y., and O’Connor, G. C. (2003). The impact of communication strategy on launching new products: The moderating role of product innovativeness, Journal of Product Innovation Management, 20 (1), 4-21.
Levinthal, D. A., and March, J. G. (1993). The myopia of learning. Strategic Management Journal, 14, 95-112.
Li, C. R., Lin, C. J., and Chu, C. P. (2008). The nature of market orientation and the ambidexterity of innovations. Management Decision, 46, 1002-1026.
Li, T., and Calantone, R. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. Journal of Marketing, 62 (4), 13-29.
Lukas, B. A., and Ferrell, O. C. (2000). The effect of market orientation on product innovation. Journal of the Academy of Marketing Science, 28 (2), 239-248.
Malaver, R. F., and Vargas, M. (2004). Los procesos de innovación en América Latina: aportes para su caracterización. Academia. Revista Latinoamericana de Administración, 33, 5-33.
Maltz, E., and Kohli, A. K. (1996). Market intelligence dissemination across functional boundaries. Journal of Marketing Research, 33, 47-61.
March, J. G. (1991). Exploration and exploitation in organizational learning. Organization Science, 2 (1), 71-87.
Moorman, C., and Rust, R. (1999). The role of marketing. Journal of Marketing, 63, 180-197.
Narver, J. C., and Slater, S. F. (1991). Becoming more market oriented: An exploratory study of the programmatic and market-back approaches. Working paper, Marketing Science Institute.
Narver, J. C., Slater, S. F., and Maclachlan, D. L. (2004). Responsive and proactive market orientation and new product success. Journal of Product Innovation Management, 21, 334-347.
Nickerson, J. A., and Zenger, T. R. (2002). Being efficiently fickle: A dynamic theory of organizational choice. Organization Science, 13 (5), 547-566.
Olsen, S. B. (2009). Choosing between internet and mail survey modes for choice experiment surveys considering non-market goods. Environmental and Resource Economics, 44 (4), 591-610.
Pelham, A., and Wilson, D. (1996). A longitudinal study of the impact of market structure, firm structure, strategy, and market orientation culture on dimensions of business performance. Journal of the Academy of Marketing Science, 24 (1), 27-43.
Ruvio, A.A., Shoham, A., Vigoda-Gadot, E., and Schwabsky, N. (2014). Organizational Innovativeness: Construct Development and Cross-Cultural Validation. Journal of Product Innovation Management, 31 (5), 1004-1022.
Senge, P. M. (1990). The fifth discipline: The art and practice of the learning organization. New York: Doubleday.
Simpson, P. M., Siguaw, J. A., and Enz, C. A. (2006).Innovation orientations outcomes: The good and the bad. Journal of Business Research, 59 (10), 1133-1141.
Sinkula, J. M., Baker, W., and Noordewier, T. G. (1997). A framework for market-based organizational learning: Linking values, knowledge and behavior. Journal of the Academy of Marketing Science, 25, 305-318.
Slater, S. F., and Narver, J. C. (1994). Does competitive environment moderate the market orientation–performance relationship? Journal of Marketing, 58 (1), 46-55.
Slater, S. F., and Narver, J. C. (1995). Market orientation and the learning organization, The Journal of Marketing, 59 (3), 1652-1669.
Slater, S. F., and Narver, J. C. (1998). Customerled and market-oriented: Let’s not confuse the two. Strategic Management Journal, 19 (10), 1001-1006.
Slater, S. F., and Narver, J. C. (1999). Market-oriented is more than being customer-led. Strategic Management Journal, 20 (12), 1165-1170.
Song, M., and Thieme, R. J. (2006). A cross-national investigation of the R&D-marketing interface in the product innovation process. Industrial Marketing Management, 35, 308-322.
Tan, M., and Liu, Z. (2014). Paths to success: An ambidexterity perspective on how responsive and proactive market orientations affect SME’s business performance. Journal of Strategic Marketing, 22 (5), 420-441.
Totterdell, P., Desmond, L., Kamal, B., Chris, C., and Toby, W. (2002). An investigation of the contents and consequences of major organizational innovations. International Journal of Innovation Management, 6, 343-368.
Tsai, K. H., Chou, C., and Kuo, J. H. (2008). The curvilinear relationship between responsive and proactive market orientation and new product performance: A contingent link. Industrial Marketing Management, 37, 884-894.
Voola, R., and O’Cass, A. (2010). Implementing competitive strategies: The role of responsive and proactive market orientations. European Journal of Marketing, 44 (1/2), 245-266.
Webster, F. E. Jr. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56 (October), 1-17.
Weerawardena, J., O’Cass, A., and Julian, C. (2006). Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, 59, 37-45.
Yannopoulos, P., Auh, S., and Menguc, B. (2012). Achieving fit between learning and market orientation: Implications for new product performance. Journal of Product Innovation Management, 29 (4), 531-545.
Zhang, J., and Duan, Y. (2010). The impact of different types of market orientation on product innovation performance: Evidence from Chinese manufacturers. Management Decision, 48 (6), 849-867.
Zhao, Y., Li, Y., Lee, S. H., and Chen, L. B. (2011) Entrepreneurial orientation, organizational learning, and performance: Evidence from China. Entrepreneurship Theory and Practice, 35 (2), 293-317.
Cómo citar
Osorio Tinoco, F. F., Hernández Espallardo, M., & Rodríguez Orejuela, H. A. (2014). Impacto de la orientación proactiva y reactiva al mercado sobre el éxito de la innovación. El papel moderador de la orientación al aprendizaje. Cuadernos De Administración, 27(49), 109–133. https://doi.org/10.11144/Javeriana.cao27-49.iopr
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