The impact of innovation orientation on market performance of Romanian B2B firms
The impact of innovation orientation on market performance of Romanian B2B firms

Summary/Abstract: Literature examines the impact of innovation orientation on firms’ performance and often demonstrates a direct and positive relationship between the two concepts. However, few empirical studies are analyzing the relationship between innovation orientation and market performance constructs, one of the most important being customer satisfaction. This paper presents a review of innovation orientation concept and empirically investigates the relationship between innovation orientation and customer satisfaction using data from 95 companies in Romania working mainly in the B2B domain. The results confirm previous exploratory research, namely that there is a direct, positive and strong link between innovation orientation and customer satisfaction within Romanian B2B companies.

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