Technological Opportunism and Responsive and Proactive Market Orientation: Synergistic or Antagonistic Effects

摘要

Every product might be considered a combination of technology and the market. Accordingly, both technological and market aspects require parallel attention if a product innovation is to succeed. Technological opportunism represents a sense-and-respond capability with respect to new technologies and it has been found to account for differences in adoption of radical technologies among firms (Srinivasan, Lilien, and Rangaswamy 2002). Among marketing capabilities, market orientation has been posited as one of the most crucial performance-related constructs (Hult and Ketchen 2001). Market orientation and technological opportunism together represent an important aspect of a firm's strategic orientation, namely, its external orientation (Voss and Voss, 2000). They reflect a firm's business philosophy and guide its attempts to create competitive advantage and achieve superior performance (Song, Droge, Hanvanich, and Calantone 2005). Voola, Casimir, Carlson, and Agnihotri (2012) claim that complementarity exists between technological opportunism and market orientation.