2016 - Franco Angeli
Article
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Technological uncertainty, market orientation and firms' economic performance
143-167 p.
- The paper analyzes how the technological environment affects the relationship between market orientation and a firm's economic performance. In particular, the study focuses on a dimension of technological environment that has been neglected by the extant literature to date, i.e., the level of uncertainty for firms created by the homogeneity-heterogeneity of the set of technologies available in an industry. In addition, in contrast to past studies that have been primarily based on cross-sectional analysis and subjective measures, this paper proposes a longitudinal study based on objective measures of market orientation, technological uncertainty and performance. Our findings show the peculiar effect of technological uncertainty on the market orientation-firm's performance link. Moreover, this paper introduces a set of new methodologies, particularly on the measurement of market orientation and of technological uncertainty. The theoretical contribution and practical implications of our results are discussed.
Is part of
Mercati e competitività : 2, 2016-
Information
ISSN: 1972-4861
KEYWORDS
- Technological uncertainty, market orientation, firm's economic performance, endogeneity, content analysis, longitudinal research design
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