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Strategic orientation and performance in dedicated biotechnology firms

Hynes, N. and Mollenkopf, D. (2006) Strategic orientation and performance in dedicated biotechnology firms. International Journal of Technology Marketing, 1 (3). pp. 243-264. ISSN 1741-878X

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Abstract

Studies have shown that market orientation has been associated with superior performance in several industries. However Dedicated Biotechnology Firms (DBFs), and other technology-based firms operate in turbulent environments where knowledge, alliances and being first to establish technical leadership are paramount. The importance of technological orientation is exaggerated. This international empirical study examines the relationship between market and technological orientation and firm performance, including new product success. A new scale to capture technological orientation is developed and validated but no relationship between this and firm performance is found. Results show the cross-cultural validity of the scale for market orientation and positive association between some measure of performance and the level of market orientation.

Item type: Article
ID code: 4498
Keywords: market orientation, technological orientation, biotechnology firms, performance evaluation, technology marketing, new product success, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 28 Jan 2008
    Last modified: 12 Mar 2012 10:41
    URI: http://strathprints.strath.ac.uk/id/eprint/4498

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