Publication:
Exploring the link between market orientation and innovation in the European and US insurance markets

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorLado, Nora
dc.contributor.authorMaydeu Olivares, Alberto
dc.date.accessioned2011-12-01T15:39:09Z
dc.date.available2011-12-01T15:39:09Z
dc.date.issued2001
dc.description.abstractDespite the increasing research importance of market orientation in the marketing literature, few comparative studies between the European Union and the USA have been conducted. This limits the understanding of marketing orientation strategy in global markets. Investigates the influence of competitive environments on the uses of market orientation in insurance firms in the EU and the USA and the effects of market orientation on innovations. Using Lambin's conceptualization of market orientation, our results indicate that, although EU and US insurance firms analyze and react to their environment differently, which in turn is reflected in a differential impact on their degree of innovation, this, however, does not translate into overall market orientation differences across markets, differential relations across markets between overall market orientation and innovation degree and innovation performance. Furthermore, there is a positive impact of overall market orientation on insurance firms' innovation degree and innovation performance in both the US and EU markets. The managerial implications of these findings seem clear: the magnitude and the effectiveness of the innovation activities of a firm can be enhanced through the adoption of market orientation principles
dc.description.sponsorshipThis research was partially supported by DGESIC, project PB97 0084
dc.description.statusPublicado
dc.format.mimetypetext/plain
dc.format.mimetypeapplication/pdf
dc.identifier.bibliographicCitationInternational Marketing Review, 2001, v. 18, n. 2, pp. 130-145
dc.identifier.doi10.1108/02651330110389972
dc.identifier.issn0265-1335
dc.identifier.publicationfirstpage130
dc.identifier.publicationissue2
dc.identifier.publicationlastpage145
dc.identifier.publicationtitleInternational Marketing Review
dc.identifier.publicationvolume18
dc.identifier.urihttps://hdl.handle.net/10016/12626
dc.language.isoeng
dc.publisherEmerald
dc.relation.isversionofhttp://hdl.handle.net/10016/6528
dc.relation.publisherversionhttp://dx.doi.org/10.1108/02651330110389972
dc.rights©Emerald
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.subject.otherMarket orientation
dc.subject.otherInnovation
dc.subject.otherGlobal marketing
dc.subject.otherInsurance companies
dc.titleExploring the link between market orientation and innovation in the European and US insurance markets
dc.typeresearch article*
dc.type.hasVersionAM*
dspace.entity.typePublication
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