Market orientation in high-tech contexts

This study aims to examine the impact of market orientation on business performance of Italian and Spanish academic spin-offs. Our analysis is based on quantitative survey data. We find that the generation and dissemination of information on customers and competitors directly affect firms’ ability to develop technological innovations and gain profits, but market orientation is a challenge to these companies, and may eventually generate inefficiencies when external technological conditions require firms to respond quickly to environmental stimuli.