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Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters
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Author(s): Michael Lewrick (University Ulm, Germany), Maktoba Omar (Edinburgh Napier University, UK), Robert Williams Jr. (Susquehanna University, USA), Nathalia C. Tjandra (Edinburgh Napier University, UK)and Zui-Chih Lee (Susquehanna University, USA)
Copyright: 2015
Pages: 30
Source title:
Successful Technological Integration for Competitive Advantage in Retail Settings
Source Author(s)/Editor(s): Eleonora Pantano (Middlesex University London, UK)
DOI: 10.4018/978-1-4666-8297-9.ch011
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Abstract
The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovative offerings and systems. This chapter aims to provide useful insights for the retailers regarding the correlation between market orientation and innovation. The chapter illustrates the differences in start-up and mature companies, and reveals new insights with regard to market orientation and its constituent elements, and its relationship with both incremental and radical innovations. Readers learn that strong competitor orientation, a key ingredient of market orientation, has a positive relationship to incremental innovation for start-up companies, but it is counterproductive for mature companies, where a strong customer orientation is associated with radical innovation. The focus is to understand the dynamics of the entrepreneur versus manager during the transition process as a company grows.
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