Innovation in companies: Market orientation as a factor for success in product innovation processes
Abstract
Innovation is possibly and justifiably one of the most analysed topics in business literature. As the level of innovation is a vital question in national economies, it should be remembered that companies are the economic agents that represent the main catalyst for innovation in an economy - it is the business sector that has been responsible for the improvements seen in the levels of productivity in modern economies over recent years.
Keywords
innovation; market orientation; consumer orientation; knowledge economy; product innovation; marketing innovation; performance measurement
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