Index of Paper Presentations for the Parallel Sessions - Academy of ...

Measurement resultsTwo alternative models have been tested. Model 1 (direct effects model) tests hypotheses with onesample (n=312). For Model 2 (the two-group model solution) the level of product innovativeness (high;low) was used to divide sample into two groups. Models 1 and 2 support most of formulated hypotheses,but results indicate substantial differences between high and low product innovativeness groups. Thechoice of product innovation strategy thus results in different role of market orientation subdimensions, aswell as the role of two product offering dimensions – platform and solution innovation.The results of analysis in the context of transition economy are thus providing a new angle topreviously confirmed results on the way MO and innovative capabilities engage and create an effect onfirm performance. The next steps of the model development are going to include moderating effects offirm size and industry to check for robustness of the results.ReferencesAkimova, I. (2000). Development of market orientation and competitiveness of Ukrainian firms.European Journal of Marketing, 34 (9/10): 1128 – 1148.Berthon, P., Hulbert, J.M. & Pitt, L.F. (1999). To serve or to create? Strategic orientations towardcustomers and innovation. California Management Review, 42 (1): 37-56.Berthon, O., Hulbert, J.M. & Pitt, L. (2004). Innovation or customer orientation? An empiricalinvestigation. European Journal of Marketing, 38 (9/10): 1065-1090.Greenley, G.E. (1995). Market orientation and company performance: Empirical evidence from UKcompanies. British Journal of Management, 6: 1-13.Grinstein, A. (2008). The effect of market orientation and its components on innovation consequences: ameta-analysis. Journal of the Academy of Marketing Science, 36: 166-173.Han, J.K., Kim, N. & Srivastava, R.K. (1999). Market orientation and organizational performance: Isinnovation a missing link? Journal of Marketing, 62: 30–45.Human, G.J.P. & Naude, P. (2010). Relationship and innovation orientation in a business-to-businesscontext. South African Journal of Business Management, 41 (4): 15-26.Kaartemo, V. (2009). Russian innovation system in international comparison – the BRIC countries infocus, Electronic Publications of Pan-European Institute, 22/2009.Luecke, R. & R. Katz. (2003). Managing Creativity and Innovation. Boston, MA: Harvard BusinessSchool Press.