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Full-Text Articles in Business
Attitude Behavior Consistency, William Baker
Attitude Behavior Consistency, William Baker
William E. Baker
Brand attitude play a central role in models of consumer behavior and advertising effects. Despite its use to assess the absolute and relative appeal of brands, its correlation to brand choice is highly conditional. Brand attitude – brand choice correspondence is most likely when the attitude is (i) accessible and stable, (ii) frequently repeated, (iii) formed on the basis of direct experience, (iv) formed in information environments highly similar to the choice environment and (v) formed in environments characterized by high involvement. All things considered, if brand choice is the ultimate variable of interest, then researchers are advised to measure …
The Complementary Effect Of Market Orientation And Entrepreneurial Orientation On Innovation Success And Profitability, William Baker, James Sinkula
The Complementary Effect Of Market Orientation And Entrepreneurial Orientation On Innovation Success And Profitability, William Baker, James Sinkula
William E. Baker
Market orientation (MO) and entrepreneurial orientation (EO) are correlated, but distinct constructs. MO reflects the degree to which firms' strategic market planning is driven by customer and competitor intelligence. Entrepreneurial orientation reflects the degree to which firms' growth objectives are driven by the identification and exploitation of untapped market opportunities. When modeled separately, research has reported direct effects of both constructs on firm profitability. When modeled simultaneously, however, the direct effect of EO has disappeared. This has led some scholars to postulate that EO is an antecedent of MO. The results of this study contradict this presumption and suggest that …
Market Orientation, Learning Orientation And Product Innovation: Delving Into The Organization's Black Box, William Baker, James Sinkula
Market Orientation, Learning Orientation And Product Innovation: Delving Into The Organization's Black Box, William Baker, James Sinkula
William E. Baker
Many scholars now agree that market orientation is necessary, but not sufficient to facilitate the type of innovation that breeds long-term competitive advantage (cf. Dickson, 1996). In addition to a strong market orientation, a firm must also be able to institutionalize higher order learning processes, the type of learning that enables radical innovation. Recent research (cf. Baker and Sinkula, 1999) has empirically established a synergistic effect of market orientation and learning orientation on organizational performance. This paper attempts to add to the literature by offering a more complete theoretical explanation of how these two constructs interact to affect product innovation …
The Effect Of Radical Innovation In/Congruence On New Product Performance, William Baker, James Sinkula, Amir Grinstein, Stav Rosenzweig
The Effect Of Radical Innovation In/Congruence On New Product Performance, William Baker, James Sinkula, Amir Grinstein, Stav Rosenzweig
William E. Baker
Radical innovation is critical for many firms and for society. This research focuses on the impact of radical innovation congruence — the degree to which management values regarding radical innovation match radical innovation norms in the business unit. We offer a model and empirically test it to assess the impact of radical innovation congruence on new product performance. We find that radical innovation norms are positively associated with new product performance, whereas we find no such association for management values and new product performance. Contrary to our expectations, we did not find a significant effect of radical innovation congruence on …