... proactive market orientation, information technology ( IT ) integration and collaborative joint efforts act as key relational mechanisms. Survey data were collected from 208 IT original equipment manufacturer ( OEM ) suppliers in China, and the proposed model was tested using structural equation modeling...

... 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...

... 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...

... 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...

...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...