Abstract

OSORIO TINOCO, Fabián F; HERNANDEZ ESPALLARDO, Miguel  and  RODRIGUEZ OREJUELA, Héctor Augusto. The impact of proactive and reactive market orientation on innovation success. The moderating role of learning orientation. Cuad. Adm. [online]. 2014, vol.27, n.49, pp.109-133. ISSN 0120-3592.

From the theoretical perspective of market orientation proposed by Narver et al. (2004), this paper analyzes its relationship with innovation success and the moderating role of market and internally focused learning orientation. By ordinary least squares estimation of linear regression function it was found that reactive market orientation has a positive linear effect on innovation success. Meanwhile, proactive market orientation has an inverted U shaped effect that is moderated by market focused learning orientation. The paper demonstrates that each orientation type effects depend on the learning process type. It therefore follows that the enterprise's innovation success would have better results when combining an adequate market orientation and the learning process type applied.

Keywords : Innovation; market orientation; learning orientation.

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