TY  - JOUR
AB  - With a constant demand for new products, shorter product life-cycles, and a rise in global competition, innovativeness and the generation of innovations are imperative for a company’s growth and competitiveness in today’s market. Market orientation is a concept that leads to better firm performance and competitiveness and has been shown to influence innovativeness. Due to the significance of innovativeness for a company’s success, understanding what influences it is quite important. This article first examines the individual concepts of market orientation and innovativeness and then evaluates the depth of the connection between these concepts. The results demonstrate significant overlaps. Also, an expansion of the traditional market orientation concept to include additional stakeholders and sustainability concerns is discussed. A look at current innovative projects of a selected chemical corporation demonstrates, that both the significant influence of market orientation on innovativeness as well as the consideration of sustainability and additional stakeholders can be observed in the chemical industry.
AU  - Zander, Katharina Sophie
DA  - 2022
DO  - 10.17879/95009504748
LA  - eng
IS  - Journal of Business Chemistry
M2  - 19
N1  - Section "Introduction to Innovation Management"
PY  - 2022
SP  - 19-29
T2  - Journal of Business Chemistry
TI  - The Influence of Market Orientation on Innovativeness
UR  - https://nbn-resolving.org/urn:nbn:de:hbz:6-95009505316
Y2  - 2024-11-22T07:11:35
ER  -