When innovativeness determines market orientation: the forest sector and the Great Recession
Year: 2016
Type: paratext
Abstract: The forest sector and the Great Recession provide a unique setting for investigating the relationships among market orientation, innovativeness and firm performance. While most of the extant literature suggests that market orientation helps a firm build its innovativeness, we suggest that in the production oriented forest sector, especially when reacting to the Great Recession, being innovative is the ingredient that allows a production oriented firm to develop a market orientation. Using data from 142 forest sector manufacturing firms we find that different types of innovativeness positively impact the dimensions of market orientation. In this industry sector and time, market orientation does not positively impact firm performance. Finally, firms with better post-recession performance were able to increase their innovativeness, likely as a result of the slack resources from improved performance.
Source: BioProducts Business
Authors: Eric Hansen, Erlend Nybakk
Institutions: Oregon State University, BI Norwegian Business School
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $600
OpenAlex ID: W4241188180