Market Orientation and Service Innovation on Organizational Performance.

Abstract

In recent years, market oriented corporate culture has been considered a key element of organizational performance. Further in-order to accelerate the firm’s performance, innovation plays a substantial role. According to de Brentani (2001), the extent to which products or services yield benefits to firms in terms of business performance is significantly affects by the innovativeness of the products delivered. This paper attempts to develop a conceptual model integrating market orientation, service innovation and how they affect the business performance. In addition, the researchers make an attempt to identify whether entrepreneur’s personal characteristics moderate the above relationship. Several hypotheses are developed pertaining to the identified variables. The study is based on the hotel industry in Sri Lanka.