RT Journal Article
T1 Exploring the link between market orientation and innovation in the European and US insurance markets
A1 Lado, Nora
A1 Maydeu Olivares, Alberto
AB Despite the increasing research importance of market orientation in the marketingliterature, few comparative studies between the European Union and the USA have beenconducted. This limits the understanding of marketing orientation strategy in global markets.Investigates the influence of competitive environments on the uses of market orientation ininsurance 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 EUand US insurance firms analyze and react to their environment differently, which in turn isreflected in a differential impact on their degree of innovation, this, however, does not translateinto overall market orientation differences across markets, differential relations across marketsbetween 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 managerialimplications of these findings seem clear: the magnitude and the effectiveness of the innovationactivities of a firm can be enhanced through the adoption of market orientation principles
PB Emerald
SN 0265-1335
YR 2001
FD 2001
LK https://hdl.handle.net/10016/12626
UL https://hdl.handle.net/10016/12626
LA eng
NO This research was partially supported byDGESIC, project PB97 0084
DS e-Archivo
RD 27 jul. 2024