Market and innovation orientation typology: Proposition and illustrations

Purpose The purpose of this paper is to develop a typology based on the market orientation (MO) and innovation orientation (IO) of firms, and to illustrate the extent to which public housing companies (PHCs) fit into this framework. Design/methodology/approach A qualitative study of 11 PHCs in central Sweden was conducted to classify their positions in the typology. Interviews with semi-structured and open-ended questions were used to collect the data. Findings Four PHC types were identified by combining high and low MO and IO. This study offers insights on the importance of combining MO and IO. The overall findings show that MO and IO combination is not static and must be handled according to context. The MO-IO typology developed could be tested in a quantitative study on a larger sample of public or combined public and private housing companies. Research limitations/implications An empirical study comparing public and private housing companies on the basis of the proposed typology in relation to economic contingencies in the environment would further knowledge in this area. Practical implications The current study gives managers an indication of their position in the typology, which can be used as a tool for improving performance. Originality/value This paper describes PHCs within a proposed typological framework.