Innovation or customer
orientation? An empirical investigation.
Berthon, Pierre (1)
Hulbert, James Mac (2)
Pitt, Leyland (3)
European Journal of Marketing; 2004, Vol. 38 Issue 9/10, p1065-1090
Abstract:
This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter-relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a business corresponds to the resulting archetypes. An empirical test of reliability and validity resulted in four clearly defined factors that correspond to the archetypes in the model. A refined version of the scale is then used to examine the relationship between the strategic archetypes and firm performance.
1 Department of
Marketing,
2
3