A significant body of research has focused on the conceptualization of market orientation showing evidence of a positive relationship between market orientation and business performance. However, little attention has been drawn to how innovation could affect this link. Keeping track of limited...

Organisational innovativeness is a broad concept involved in a firm’s proclivity to innovate. As such, widely varying conceptualisations and operationalisations of this construct appear to be the main cause of major deficiencies in the research of organisational innovativeness determinants....