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Innovation or customer orientation? An empirical investigation

Pierre Berthon (Department of Marketing, Bentley College, Waltham, Massachusetts, USA)
James Mac Hulbert (Columbia Business School, Columbia University, New York, USA and Vantage Point Associates LLC, Bedford, New York, USA)
Leyland Pitt (Rotterdam School of Management, Erasmus Graduate School of Business, Rotterdam, The Netherlands)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2004



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.



Berthon, P., Mac Hulbert, J. and Pitt, L. (2004), "Innovation or customer orientation? An empirical investigation", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1065-1090.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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