Author:
Berthon Pierre,Mac Hulbert James,Pitt Leyland
Abstract
This paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter‐relationships are discussed. A measurement scale, ICON, is developed to assess the extent to which a firm or a business corresponds to the resulting archetypes. An empirical test of reliability and validity resulted in four clearly defined factors that correspond to the archetypes in the model. A refined version of the scale is then used to examine the relationship between the strategic archetypes and firm performance.
Cited by
99 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献