The market orientation-innovation-success relationship: The role of internationalization strategy

This paper is focused on how relationships between market orientation strategy, innovation and business success could differ in an international context. The article develops a theoretical framework as an overview to the main relationships between these concepts. It also shows that international strategy can play a determinant role in this framework. Therefore, the article presents a study that includes interviewing 154 Spanish textile firm managers with the aim of contrasting market orientation-innovation-success relationships and the role of internationalization strategy. Results show that market orientation is related to innovation, and innovation to success, both in international and non international firms. However, some differences between both sub-samples were identified.