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The Relationship Between An Innovation Orientation And Competitive Strategy

Author

Listed:
  • C. BROOKE DOBNI

    (University of Saskatchewan, 25 Campus Drive, Saskatoon, Saskatchewan, S7N 5A7, Canada)

Abstract

The strategy chosen in organizations is related to several factors including the organization's mission, objectives, resources, and its innovation orientation. Using a sample of Canadian organizations, this study examines the relationships between an organization's innovation orientation and the types of competitive strategies they pursue.An innovation orientation describes how innovative an organization is and the results suggest that such an orientation provides a context for the implementation of proactive growth-based strategies. Organizations that possess high innovation orientations engage in value creation strategies such as market segmentation, developing new products/services for new markets, and product or service customisation. Those organizations possessing low innovation orientations generally practice less aggressive and internally focused strategies, de-emphasising such things as customer service, brand reputation, and co-operation based strategies such as joint ventures and alliances.

Suggested Citation

  • C. Brooke Dobni, 2010. "The Relationship Between An Innovation Orientation And Competitive Strategy," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 14(02), pages 331-357.
    • Handle: RePEc:wsi:ijimxx:v:14:y:2010:i:02:n:s1363919610002660
    DOI: 10.1142/S1363919610002660
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    Citations

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    Cited by:

    1. Teresa Kraśnicka & Wojciech Głód & Martyna Wronka-Pośpiech, 2018. "Management innovation, pro-innovation organisational culture and enterprise performance: testing the mediation effect," Review of Managerial Science, Springer, vol. 12(3), pages 737-769, July.
    2. Mohammad Jamal Khan & Sahrish Ahmad & Hasliza Abdul Halim & Noor Hazlina Ahmad, 2022. "The Effect of Service Innovation Orientation and Open Innovation on Innovation Performance of Medium and Small Private Hospitals in India," SAGE Open, , vol. 12(3), pages 21582440221, August.
    3. Theoneste MANISHIMWE & Lukman RAIMI, 2021. "Impact of Entrepreneurial Marketing on Organisational Performance of Small Business Enterprises in Yola, North-East of Nigeria," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 10-21, August.
    4. Onufrey, Ksenia & Bergek, Anna, 2021. "Transformation in a mature industry: The role of business and innovation strategies," Technovation, Elsevier, vol. 105(C).
    5. Teresa Kraśnicka & Wojciech Głód & Martyna Wronka-Pośpiech, 2016. "Management Innovation and Its Measurement," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 12(2), pages 95-121.
    6. Md. Hassan Jafri, 2018. "Moderating Role of Job Autonomy and Supervisor Support in Trait Emotional Intelligence and Employee Creativity Relationship," Vision, , vol. 22(3), pages 253-263, September.
    7. Stawicka Ewa, 2023. "The Impact of Innovation on the Sustainable Development of Enterprises," Folia Oeconomica Stetinensia, Sciendo, vol. 23(2), pages 370-386, December.
    8. Dobni, C. Brooke & Sand, Christopher, 2018. "Strategy shift: Integrating strategy and the firm’s capability to innovate," Business Horizons, Elsevier, vol. 61(5), pages 797-808.
    9. Wilson, Grant Alexander & Case, Tyler & Dobni, C. Brooke, 2023. "A global study of innovation-oriented firms: Dimensions, practices, and performance," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    10. Ney Luiz Bellegard & Rodolfo Coelho Prates, 2017. "Determinants Of Proficiency In Underlying Processes Of Technological Innovation Management," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(06), pages 1-38, August.
    11. Lourdes Pineda-Celaya & María-Paz Andrés-Reina & Manuel González-Pérez, 2022. "Measuring the Innovation Orientation of Organizational Culture: An Application to the Service Provider Companies of the State-Owned Oil Company PEMEX in the Southeast of Mexico," Sustainability, MDPI, vol. 14(4), pages 1-21, February.
    12. Sonja Christina Sperber, 2017. "The Top Managers' Impact On Opening The Organizational Culture To Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(02), pages 1-42, February.
    13. Mariusz Niekurzak & Jerzy Mikulik, 2023. "Business Models in Terms of the Strategy for Sustainable Management in Economic Entities Taking into Account Energy Transformation," Energies, MDPI, vol. 16(11), pages 1-17, May.
    14. Silvia Blasi & Benedetta Crisafulli & Silvia Rita Sedita, 2020. "Selling the circularity: Investigating the impact of circularity promotion on the performance of Italian manufacturing companies," "Marco Fanno" Working Papers 0259, Dipartimento di Scienze Economiche "Marco Fanno".
    15. García-Villaverde, Pedro M. & Ruiz-Ortega, María J. & Parra-Requena, Gloria, 2012. "Towards a comprehensive model of entry timing in the ICT industry: Direct and indirect effects," Journal of World Business, Elsevier, vol. 47(2), pages 297-310.

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