Relationship between Market Orientation and Innovation Performance in Technology Startups in Kenya
DOI:
https://doi.org/10.47672/ijbs.1824Keywords:
Market Orientation, Innovation Performance, Technology StartupsAbstract
Purpose: The aim of the study was to assess the relationship between market orientation and innovation performance in technology startups in Kenya.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: A study investigating the relationship between market orientation and innovation performance in technology startups in Kenya found significant correlations between the two variables. Market orientation, defined as the extent to which a firm focus on understanding and meeting customer needs, was positively associated with innovation performance among the startups surveyed. The findings suggest that technology startups that prioritize gathering market intelligence, understanding customer preferences, and
adapting their strategies accordingly are more likely to achieve higher levels of innovation. This underscores the importance of market-driven approaches in fostering innovation within the Kenyan technology startup ecosystem. The study highlights the potential benefits of aligning business strategies with market demands to enhance innovation outcomes and ultimately, the competitiveness of startups in the dynamic technology sector.
Implications to Theory, Practice and Policy: Resource-based view, dynamic capabilities theory and absorptive capacity theory may be use to anchor future studies on assessing the relationship between market orientation and innovation performance in technology startups in Kenya. Technology startups should prioritize the development and implementation of market-oriented strategies to drive innovation performance. Policymakers should recognize the importance of supporting market-oriented entrepreneurship through conducive regulatory frameworks and support programs.
Downloads
References
Agha, S., & Wang, Y. (2019). Market orientation and innovation performance: A resource-based view. Management Decision, 57(5), 1025-1041.
Berger, P. D., et al. (2018). Market orientation, creativity, and new product performance in high-technology firms. Journal of the Academy of Marketing Science, 46(2), 313-335.
BNDES. (2020). Innovation and Technology. https://www.bndes.gov.br/wps/portal/site/home/onde-atuamos/inovacao-e-tecnologia/
BPPT. (2020). About BPPT. https://www.bppt.go.id/
Chen, J., et al. (2021). Unlocking the black box of market orientation and innovation in technology-based SMEs: The moderating role of entrepreneurial culture. Journal of Business Research, 125, 1-10.
Chen, L., & Wang, Q. (2017). "Market Orientation and Innovation Performance in Technology Startups: A Silicon Valley Perspective." Technology Innovation Management Review, 7(9), 19-29.
Conacyt. (2018). National Strategy for Science, Technology, and Innovation. https://www.conacyt.gob.mx/
Cui, Y., & Wu, S. (2021). Market orientation and innovation performance: The role of absorptive capacity and environmental turbulence. Journal of Business Research, 133, 104-115.
Department of Science and Innovation. (2020). South Africa's Science, Technology and Innovation Strategy. https://www.dst.gov.za/
Dibrell, C., et al. (2014). Market orientation and innovation: Do organizational strategy and industry structure moderators matter? Journal of Business Research, 67(2), 283-290.
Government of India. (2020). Make in India. https://www.makeinindia.com/home
Gupta, S., & Jain, R. (2019). "Driving Innovation: The Role of Market Orientation in Indian Technology Startups." Journal of Business Research, 94, 289-298.
Iglesias, O., et al. (2019). The role of market orientation and its facets on radicalness of innovation: An empirical investigation in the technology industry. Industrial Marketing Management, 76, 214-227.
IMPI. (2019). Annual Report 2018. https://www.gob.mx/impi/documentos/informes-anuales
Indian Patent Office. (2019). Annual Report 2018-2019. https://ipindia.gov.in/writereaddata/Portal/IPOAnnualReport/1_70_1_Annual_Report_2018_2019.pdf
INPI. (2019). Annual Report 2018. http://www.inpi.gov.br/relatorios-e-publicacoes/relatorios-anuais/relatorio-anual-2018-1/view
Izquierdo, Y. M., & Buelens, M. (2021). Market orientation, innovation, and performance in technology-based SMEs: A meta-analysis. Journal of Business Research, 124, 38-47.
Japan Patent Office. (2019). Annual Report of Statistics on Industrial Property. https://www.jpo.go.jp/e/system/laws/rule/toukei/index.htm
Kumar, A., et al. (2018). Market orientation and performance in emerging markets: The moderating role of economic and institutional factors. Journal of the Academy of Marketing Science, 46(3), 338-357.
Li, Y., & Zhang, H. (2022). "Organizational Learning as a Mediator in the Relationship Between Market Orientation and Innovation Performance in European Technology Startups." European Journal of Innovation Management, 25(1), 159-179.
Liu, H., & Li, J. (2018). "Market Orientation and Innovation Performance in Chinese Technology Startups: A Structural Equation Modeling Approach." International Journal of Innovation Management, 22(1), 1850002.
Menguc, B., & Auh, S. (2018). The role of internal and external factors in strengthening outcomes of market orientation: A longitudinal study of business-to-business firms. Industrial Marketing Management, 74, 1-12.
MEXT. (2020). Research and Development Expenditure in Japan. https://www.mext.go.jp/en/policy/science_technology/policy/title01/detail01/sdetail01/sdetail01/1385277.htm
MOSTI. (2018). National Policy on Science, Technology, and Innovation. https://www.mosti.gov.my/en/policies/national-policy-science-technology-and-innovation-nstpi-2013-2020
MyIPO. (2019). Annual Report 2018. https://www.myipo.gov.my/en/resource-centre/publications/annual-reports
National Bureau of Statistics of China. (2019). Statistical Communiqu of the People's Republic of China on the 2018 National Economic and Social Development. http://www.stats.gov.cn/english/PressRelease/201902/t20190228_1651265.html
Ngo, L. V., & O'Cass, A. (2020). Entrepreneurial orientation and innovation in technology-based SMEs: The moderating roles of market orientation and competitive intensity. Journal of Business Research, 113, 25-36.
NRF. (n.d.). About the NRF. https://www.nrf.ac.za/about
NSF. (2020). National Patterns of R&D Resources: 2018 Data Update. https://ncses.nsf.gov/pubs/nsb20207/
Park, S., & Lee, J. (2020). "Cultural Dynamics and Market Orientation: A Comparative Analysis of Innovation Performance in Technology Startups in South Korea and the United States." Journal of International Business Studies, 51(3), 429-449.
Pfeffer, J., et al. (2021). Creating market-oriented cultures: A review and synthesis. Journal of the Academy of Marketing Science, 49(1), 40-63.
Raw Materials Research and Development Council. (2017). Nigerian National Strategy for Competitiveness in Raw Materials and Products Development. https://rmrdc.gov.ng/sites/default/files/Nigeria%20National%20Strategy%20for%20Competitiveness%20in%20Raw%20Materials%20and%20Products%20Development%202017%20-%202022.pdf
Smith, A., Johnson, B., & Brown, C. (2016). "Unlocking Innovation: The Relationship Between Market Orientation and Innovation Performance in Technology Startups." Journal of Entrepreneurship, 24(3), 297-315.
Technology Innovation Agency (TIA). (2020). About TIA. https://www.tia.org.za/
TPTO. (2019). Annual Report 2018. https://www.turkpatent.gov.tr/TurkPatent/resources/2019_gm_verileri.pdf
TUBITAK. (2011). National Technology and Innovation Strategy. https://www.tubitak.gov.tr/sites/default/files/national_technology_and_innovation_strategy_2011_2016_0.pdf
United States Patent and Trademark Office (USPTO). (2020). Patents by Type. https://www.uspto.gov/web/offices/ac/ido/oeip/taf/us_stat.htm
Wang, X., et al. (2021). "Market Orientation and Innovation Performance in Technology Startups: A Meta-Analytical Review." Entrepreneurship Theory and Practice, 45(6), 1365-1390.
WIPO. (2020). World Intellectual Property Indicators. https://www.wipo.int/edocs/pubdocs/en/wipo_pub_941_2020.pdf
World Bank. (2020). Research and Development Expenditure (% of GDP). https://data.worldbank.org/indicator/GB.XPD.RSDV.GD.ZS
World Intellectual Property Organization. (2020). WIPO IP Statistics Data Center. https://wipostats.wipo.int/en/
Zahra, S. A., et al. (2018). Dynamic capabilities and innovation in startups: An integrative framework. Industrial and Corporate Change, 27(5), 967-984.
Zou, S., et al. (2018). Market orientation and new product performance in a transitional economy: The complementary roles of market and technology orientations. Industrial Marketing Management, 68, 28-41.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jeccinta Odello
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
