The effects of business operation mode on market orientation, learning orientation and innovativeness

The purpose of this study is to evaluate the interrelationships between market orientation, learning orientation and innovativeness. The effects of business operation mode on learning orientation and innovativeness are also investigated.

A 65‐item survey questionnaire was developed and 700 manufacturing and service firms in Taiwan were selected as the samples of this study. Mail survey was conducted and respondents were asked to express the opinions related to the effects of business operation modes on market orientation, learning orientation and innovativeness of their firms.

The results conclude that: the emphasis of market orientation, including intelligence generation, intelligence dissemination, and responsiveness, is associated with the levels of learning orientation and organizational innovativeness; the emphasis of learning orientation is associated with the levels of business innovation; and a participate, power sharing, and collaborative business operation mode may enhance a firm to promote innovativeness and business performance.

As the management environment has become more dynamic, the emphasis of market orientation, learning orientation and innovativeness are some of the important issues that executives need to follow. Since very limited studies have concentrated on above issues, the results of this study can provide important references to academicians and practitioners in the developing of business innovativeness.