The Impacts of Korean Exporting Firms' Market Orientation and Learning Orientation on Product Innovation Performance
Dong Sup Yoon · Journal of Korea Trade · 2004
This study tries to explain the influence of market orientation and learning orientation on firms' performance like product innovation. In order to that, it empirically investigates the impact of the independent and its relative impacts on product innovation. The empirical results show that sub-dimensions like commitment to learning, stared vision and open-mindedness are positively related to product innovation performance. However, only two sub-dimensions of market orientation out of three are positively related to product innovation performance. So, the relationship between market orientation and product innovation performance is partially supported Additionally, learning orientation tends to more heavily influence on product innovation performance. This study supported the previous research results supposing that learning orientation and market orientation are very important to improve product innovation performance. Also, it suggests the relative importance of learning orientation due to efficiency in terms of cost structure and difficulty to be imitated as invisible asset.