Market orientation and innovation success
The ultimate test of the effectiveness of innovation is its success in the market place in giving the firm greater profits than the investment costs. So it seems logical that an understanding of what the market wants is a good starting point for the innovation process. This was recognized by Cooper who, writing as early as 1993, stated, “one should seek the customer input and feedback at every step of the way throughout the entire development phase as the product takes shape.” Rothwell et al (1974) had earlier put forward a similar viewpoint when they said, “User needs must be precisely determined and met and it is important that these needs are monitored throughout the course of the innovation since they rarely remain completely static.”
KeywordsInnovation Process Organizational Learning Market Orientation Entrepreneurial Orientation Quality Function Deployment
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