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. https://doi.org/10.1108/03090560410548870
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