How market orientation shapes innovation and firm performance : The role of foreign knowledge acquisition and absorptive capacity

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Strong focus on key elements of marketing orientation can enable firms to become more innovative and improve performance. For those expanding into overseas markets, acquisition of key foreign knowledge supported by strong absorptive capacity helps increase the potential to achieve these desired outcomes. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.