ICT, Market Orientation and Product Innovation: An Empirical Analysis for Catalan Companies

Ana Isabel Jiménez Zarco, Joan Torrent-Sellens

Abstract


The aim of this paper is to explore whether a proactive market orientation helps or hinders development of new products. Specifically, it aims to establish whether the factors that lead to and from this orientation contribute, to a greater or lesser extent, to discriminating between companies that innovate in terms of their products. The research, on a representative sample of 2,038 Catalan companies (developing their activities in Catalonia and organised by sector and size) from 2003, allowed for the testing of the initial hypotheses and the establishing of the relationship that exists between the factors analysed in the study.

Keywords


competition orientation; consumer orientation; cooperative relations; interfunctional coordination; market orientation; product innovation; use of ICT

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