Examining the Relationship between Market Orientation and Service Innovation: Fit as Matching Perspective

  • Yue-Yang Chen
  • Hui-Ling HuangEmail author
  • Tsai-Pei Liu
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The call for examining the fit between service innovation and market orientation is highly indicated. Market orientation can be treated as the key for enterprises to pursue creative advantages and create customer value. Service innovation is the channel for business development and usage of technology. With their well co-aligned, different enterprises can adopt effective responsive and proactive market orientation strategies to focus on innovative strategies that result in consistent goals and actions. Therefore, the purpose of this study focuses on service innovation and market orientation in a system integrity fit analysis. Empirical data for hypothesis testing are collected from top-ranked companies in Taiwan, yielding 140 valid samples. Performance implications of fit are examined using fit as matching approach. The findings indicated that the fit of market orientation and service innovation plays an important role in explaining business performance.


Service innovation Market orientation Fit Fit as matching 



This study was funded by the Taiwan Ministry of Science and Technology under project number MOST106-2410-H-214-014 and NSC 99-2410-H-309-010.


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.I-Shou UniversityKaohsiung CityTaiwan
  2. 2.Chang Jung Christian UniversityTainan CityTaiwan
  3. 3.National Taichung University of Science and TechnologyTaichung CityTaiwan

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