Publication: Exploring the link between market orientation and innovation in the European and US insurance markets
Loading...
Identifiers
Publication date
1998-12
Defense date
Authors
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Impact
Export
Abstract
Despite the increasing research importance of market orientation concept in the marketing literature, few comparative studies between Europe and U.S. have been conducted. Consequently, this void limits the understanding of marketing orientation strategy in global markets. The empirical study reported in this article investigates (a) the influence of competitive environments on the understanding and uses of market orientation in insurance flrms in Europe and U.S. and (b) the effects of market orientation on firms innovativeness. The results not only provide empirical support of the concept of market orientation as defmed in the literature, but also expands it.
Description
Keywords
Market orientation, Innovation, Insurance sector