The Trade-off between Customer and Technology Orientations: Impact on Innovation Capabilities and Export Performance

Journal of International Marketing - Tập 19 Số 3 - Trang 36-58 - 2011
Paula Hortinha1, Carmen Lages2, Luís Filipe Lages3
1Jerónimo Martins, Portugal, Nova School of Business and Economics, Faculdade de Economia, Lisbon, Portugal
2ISCTE Business School, Lisbon University Institute, Portugal, Massachusetts Institute of Technology's Deshpande Center for Technological Innovation
3Nova School of Business and Economics, Faculdade de Economia, Lisbon, Portugal, Massachusetts Institute of Technology Sloan School of Management

Tóm tắt

Technological exporters are constantly challenged by the trade-off between two types of strategic orientations: customer and technology. Nonetheless, research directly addressing this topic is scarce, and few recommendations exist about the best orientation to emphasize. Using two respondents in the same firm, the export manager and the research-and-development manager, the authors find that customer orientation is as important as technological orientation in the development of exploratory innovation capabilities. However, when past performance is poor, customer orientation has a greater role. Exporters with poor past performance may achieve higher export performance levels by focusing more on customers than on technology. Conversely, firms performing well may risk export performance if they ignore technology orientation. These firms also need to maintain high levels of customer orientation.

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Thông tin xuất bản

Journal of International Marketing

Tập 19 Số 3

36-58

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