The purpose of this study was to test the unexplored relationship between market orientation (MO), alliance orientation (AO), and business performance (PERF) in the medical/healthcare subsector of the Canadian biotechnology industry.  The study surveyed Canadian biotechnology executives via mail and web-based questionnaires.  It was found that the relationship between MO and PERF was positive and significant and the relationship between AO and PERF was positive and significant.  It was also found that the relationship between MO and AO was positive and significant, supporting the existence of a mediation relationship.  Specifically, MO’s influence on PERF was found to be fully mediated by AO.  This suggests that Canadian medical/healthcare biotechnology companies that were highly market-oriented were also highly alliance-oriented, and highly alliance-oriented companies were top performing companies.  This study outlines the apparent sequential relationship between market-oriented behavioural commitments, alliance-oriented activities, and business performance outcomes among Canadian biotechnology companies.  Furthermore, it has business development and the commercialization process implications for biotechnology managers.

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Purpose In an era where competitive landscapes are changing dynamically, traditional strategic approaches are no longer delivering the value required to support growth in many organizations. In response, many organizations have pursued an innovation agenda, but with mixed results. This paper offers five implementation “shifts” for more effective strategy execution. Design/methodology/approach Based on two recent global innovation studies, five strategy shifts were identified, permitting organizations to amplify their strategy without having to completely abandon current methods. These shifts were derived by analyzing the most polarizing differences between high innovative organizations and low innovative organizations in the global innovation studies. Findings The five strategy shifts include the engagement in innovation culture management, strategic external collaborations, advanced technologies, innovation methodologies, and measurement of innovation. Originality/value Examples of how organizations can operationalize strategy shifts are provided so executives can increase innovativeness and see how traditional strategic approaches fall short.

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