Testing interaction effects of the dimensions of market orientation on marketing program creativity

A survey of market orientation research (1995–2008)

“…Han et al (1998) propose that a market-oriented firm is likely to be innovative, which, in turn, is likely to lead to achievement of superior performance. Im, Hussain, and Sengupta (2008) empirically examine the argument of Jaworski and Kohli (1993) and further support the relationship between MO and creativity.…”

Winning through innovation and marketing: Lessons from Australia and Vietnam

“…MO enhances a firm's innovativeness because it emphasizes continuous and proactive understanding not only current but also latent needs of customers (Kirca et al, 2005;Slater & Narver, 1999). Recent meta-analysis studies show that MO ties to a variety of innovation activities such as creativity, innovativeness, and product development (Han et al, 1998;Hurley & Hult, 1998;Im, Hussain, & Sengupta, 2008;Menguc & Auh, 2006). We extend the extant literature by proposing that market-oriented firms that outperform others are those that direct the resource necessary to meet customers' expressed and latent needs and create the customer base via developing innovation capabilities.…”

Disentangling the effect of exploratory learning and exploitative learning in product innovation process

“…In the initiation phase, a set of product ideas is developed into concrete descriptions of the future product's major properties such as functionality, durability, and cost. If a team is unable to develop new insights and proposes new courses of action for the new product's properties during the initiation phase, it is unable to create new attributes beneficial to existing or potential customers (Im, Hussain, & Sengupta, 2008) and effectuate novel skills to improve performance on the basis of a common ground (Calantone et al, 2006). Therefore, the manner in which product meaningfulness and superiority are realized largely depends on product innovativeness and being consistent with past research that has found product innovativeness to be a major source of product advantages (Henard & Szymanski, 2001).…”

“…A six-item scale was used to measure new product innovativeness (a = 0.85), which asks respondents to assess the extent to which the specified properties of a new product are novel to the industry and offer new ideas (Fang, 2008). This study measured new product meaningfulness (a = 0.79) with four items that tapped the degree to which a new product's attributes and functionalities are beneficial to customers (Im et al, 2008). The three items measuring new product superiority (a = 0.72) reflected how a new product outperforms competing offerings along existing attributes and functionalities (Zhou & Nakamoto, 2007).…”