When do customer orientation and innovation capabilities matter? An investigation of contextual impacts
When do customer orientation and innovation capabilities matter? An investigation of contextual impacts
au.link.externalLink | [Full Text] (https://www.emerald.com/insight/content/doi/10.1108/APJML-03-2019-0143/full/html) | |
dc.contributor.author | Racela, Olimpia C. | |
dc.contributor.author | Amonrat Thoumrungroje | |
dc.date.accessioned | 2021-08-30T09:02:01Z | |
dc.date.available | 2021-08-30T09:02:01Z | |
dc.date.issued | 2020 | |
dc.description.abstract | Grounded on resource-advantage (R-A) theory, the purpose of this paper is to investigate how customer orientation, as a higher-order or interconnected operant resource, enhances firm performance through creativity capability (i.e. idea generation and problem solving) and innovation capability (i.e. the implementation of creative ideas) – among firms of different sizes and within different market contexts. The authors conceptualize customer orientation as a firm’s capacity to create and deliver superior customer value through the processing of market intelligence, as demonstrated by the firm’s composite operant resources of market-sensing, customer-relating and customer-response capabilities. | en_US |
dc.format.extent | 28 pages | en_US |
dc.format.mimetype | application/pdf | en_US |
dc.identifier.citation | Asia Pacific Journal of Marketing and Logistics Vol. 32 No. 2 (2020), 445-472 | en_US |
dc.identifier.uri | https://repository.au.edu/handle/6623004553/24981 | |
dc.language.iso | eng | en_US |
dc.rights.holder | Racela, Olimpia C. | en_US |
dc.rights.holder | Amonrat Thoumrungroje | en_US |
dc.subject | Thailand | en_US |
dc.subject | Resource-advantage theory | en_US |
dc.subject | Innovation capability | en_US |
dc.subject | Customer orientation | en_US |
dc.subject | Creativity capability | en_US |
dc.title | When do customer orientation and innovation capabilities matter? An investigation of contextual impacts | en_US |
dc.type | Text | en_US |
mods.genre | Article | en_US |
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