Completing the market orientation matrix: The impact of proactive competitor orientation on innovation and firm performance

The concept of market orientation comprises four components: customer and competitor orientations, each with a proactive responsive dimension. Studies have considered both orientation. Competitor orientation, however, has been investigated more narrowly. Research focused specifically on its dimension, firm's posture quickly responding to competitors' actions their offerings; but largely disregarded towards altering the market's competitive behavior in favor. This study investigates role influencing innovation firm performance, as well mediating effects technology learning Utilizing unique dataset that combines primary time-lagged secondary data from 306 firms, we find are observable drivers performance market, notably different ways. Proactive drives directly through Responsive instead, enhances By providing insights about side this supplements completes so called “market matrix”. framework provides guidance for leaders develop manage practical application of, future research