Thriving in Open Innovation Ecosystems: Toward a Collaborative Market Orientation

Market orientation relates to how well an organization is aligned towards identifying,disseminating and responding to market intelligence. Prior research has typicallyconceptualized and examined market orientation as a property of an individual firm orbusiness unit. Such research has shown that market orientation can enhance firm-levelinnovation and performance. More recently however, the locus of competition andinnovation has started to shift from the individual firm to the organizational network orecosystem. To account for these changing realities, we extend the notion of marketorientation to a collaborative environment...