The Management of Innovation Process from Market Orientation Perspective in Automotive Industry

Abstract

Marketing and management researchers pointed out, beginning whit ’90s, the benefits of implementation of a new business philosophy – market orientation. Even if, the concept has an interdisciplinary approach, all academics and managers started from the same point – market orientation is a business philosophy, which connects all the functional areas of the organization to environment in which operates and ensures long-term profitability. Even if, the market orientation concept was the topic for many researches, in economic literature any framework model of implementation was not developed. In the article we present a framework model, which will emphasise the steps, and changes that an organization has to do to become market orientated, beginning from the particular case of automobile industry.

Keywords

• market orientation
• innovation process
• implementation process
• automotive industry