Market Orientation for Discontinuous Innovation: The Technology Speciation Paradigm

Marketing researchers are paying increasing attention to the lack of a proper approach to market orientation (MO) in work on discontinuous innovation. The current research is an attempt to address this concern by contributing to the construction of a new approach: through literature review and synthesis, this paper specified the feature of discontinuous innovation in its customer value creation, identified the explorative, iterative learning process of market intelligence generation and responsiveness, and further analysed the affecting factors at each stage of the process.