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1-4 of 4
Keywords: Proactive market orientation
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Journal Articles
Proactive market orientation and business model innovation to attain superior new smart connected products performance
Available to Purchase
Journal of Business & Industrial Marketing (2022) 37 (3): 497–508.
Published: 14 June 2021
... SCP launches. Findings The study established structural relationships among selected variables proactive market orientation (ProMO), new product development proficiency (NPDPro) and business model innovation (BMoI). It revealed that the effect of ProMO is manifested through NPDPro. BMoI and NPDPro...
Journal Articles
Pure or ambidextrous strategy? A study of responsive and proactive market orientations in industrial firms
Available to Purchase
Journal of Business & Industrial Marketing (2020) 35 (6): 1001–1010.
Published: 25 February 2020
... The purpose of this study is to investigate the environmental conditions (i.e. competitive intensity) under which a pure strategy or an ambidextrous strategy of implementing responsive market orientations (RMOs) and/or proactive market orientations (PMOs) is more advantageous for firm’s performance...
Journal Articles
Proactive or responsive market orientation for stronger service innovation capability: the moderating roles of contractual and relational governance
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Journal of Business & Industrial Marketing (2020) 35 (5): 863–874.
Published: 19 December 2019
... 06 05 2019 21 08 2019 04 09 2019 04 09 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Proactive market orientation Responsive market orientation Contractual governance Relational governance Transaction cost economics...
Journal Articles
Environmental determinants of responsive and proactive market orientations
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Journal of Business & Industrial Marketing (2013) 28 (7): 565–576.
Published: 16 August 2013
...Yejing Wang; Deming Zeng; C. Anthony Di Benedetto; Michael Song Purpose Recent studies have conceptualized market orientation into two distinct components, responsive and proactive market orientation. The purpose of this paper is to examine the environmental antecedents that lead to the adoption...
