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Technological uncertainty, market orientation and firms’ economic performance
Author/s: Gianluca Vagnani, Michele Simoni 
Year:  2016 Issue: Language: English 
Pages:  25 Pg. 143-167 FullText PDF:  174 KB
DOI:  10.3280/MC2016-002008
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The paper analyzes how the technological environment affects the relationship between market orientation and a firm’s economic performance. In particular, the study focuses on a dimension of technological environment that has been neglected by the extant literature to date, i.e., the level of uncertainty for firms created by the homogeneity-heterogeneity of the set of technologies available in an industry. In addition, in contrast to past studies that have been primarily based on cross-sectional analysis and subjective measures, this paper proposes a longitudinal study based on objective measures of market orientation, technological uncertainty and performance. Our findings show the peculiar effect of technological uncertainty on the market orientation-firm’s performance link. Moreover, this paper introduces a set of new methodologies, particularly on the measurement of market orientation and of technological uncertainty. The theoretical contribution and practical implications of our results are discussed.
Keywords: Technological uncertainty, market orientation, firm’s economic performance, endogeneity, content analysis, longitudinal research design

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Gianluca Vagnani, Michele Simoni, in "MERCATI & COMPETITIVITÀ" 2/2016, pp. 143-167, DOI:10.3280/MC2016-002008


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