Strategic and Market Orientations

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon


The ability of an organization to systematically deliver successful innovations is not the result of luck but, rather, of providing a strong impetus for strategic directions that lead the organization to produce high-performing innovations, even given that some uncertainty does remain inherent in the innovation process. This means that the culture of an organization must reflect the values that will foster innovativeness throughout the organization. The second part of this book examines the nature of a culture of innovation and how to establish it throughout an organization in order to build the capacity for sustained delivery of high-performance innovations.


Market Orientation Entrepreneurial Orientation Customer Orientation Strategic Management Journal Strategic Orientation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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