... different types of innovation with a more balanced rate simultaneously. Originality/value The study proposes to resolve conflicting theoretical predictions and ongoing policy disputes about the effects on business performance (i.e. market share) of the adoption of a specific innovation type versus...

...David Martín‐Consuegra; Arturo Molina; Águeda Esteban Purpose The purpose of this paper is to investigate the relationship between the proactive market orientation approach and business performance in retail banking. Design/methodology/approach Based on a theoretical discussion, empirical...