Autori
Vagnani, Gianluca
Simoni, Michele

Titolo
Technological uncertainty, market orientation and firms' economic performance
Periodico
Mercati e competitività
Anno: 2016 - Fascicolo: 2 - Pagina iniziale: 143 - Pagina finale: 167

The paper analyzes how the technological environment affects the relationship between market orientation and a firm’s economic performance. In particular, the study focuses on a dimension of technological environment that has been neglected by the extant literature to date, i.e., the level of uncertainty for firms created by the homogeneity-heterogeneity of the set of technologies available in an industry. In addition, in contrast to past studies that have been primarily based on cross-sectional analysis and subjective measures, this paper proposes a longitudinal study based on objective measures of market orientation, technological uncertainty and performance. Our findings show the peculiar effect of technological uncertainty on the market orientation-firm’s performance link. Moreover, this paper introduces a set of new methodologies, particularly on the measurement of market orientation and of technological uncertainty. The theoretical contribution and practical implications of our results are discussed.



SICI: 1826-7386(2016)2<143:TUMOAF>2.0.ZU;2-V
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56937&Tipo=Articolo PDF

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