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Proactive market orientation and innovation in India: The moderating role of intrafirm causal ambiguity

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dc.contributor.author Adhikari, Atanu
dc.contributor.author Rajeev Kumra
dc.contributor.author Lakshman, C.
dc.date.accessioned 2018-01-24T10:09:59Z
dc.date.available 2018-01-24T10:09:59Z
dc.date.issued 2017-01
dc.identifier.uri http://hdl.handle.net/2259/962
dc.description.abstract Despite the implication of organizational resources and the resource-based view of the firm, the market orientation literature has not examined associated constructs. Additionally, while it is recognized that emerging economies (e.g., India) are key drivers of economic growth, this literature has not paid sufficient attention to such markets, with few exceptions. We examine the impact of proactive market orientation on innovation capability, and performance in a sample of predominantly service firms, in a culture characterized by high power distance and low uncertainty avoidance. We contribute by conceptualizing and demonstrating the moderating impact of intrafirm causal ambiguity, drawn from resource-based theories of the firm. Based on Structural Equation Modelling analysis of responses to a survey of marketing managers, we find that intra-firm causal ambiguity moderates the proactive market orientation-innovation capability relationship, while this strategic orientation is linked to business performance through innovation. We discuss these findings, limitations, implications, and directions for future research. en_US
dc.language.iso en en_US
dc.publisher Journal of Management & Organization en_US
dc.subject market orientation en_US
dc.subject intrafirm causal ambiguity en_US
dc.title Proactive market orientation and innovation in India: The moderating role of intrafirm causal ambiguity en_US
dc.type Article en_US


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  • Journal Articles [40]
    This collection consists of published and nonpublished scolarly articles of IIMK Community.

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