Persistent Innovation and Firm Orientations: A Conceptual Framework—An Abstract

Sreedhar Madhavaram, Pelin Bicen

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations


Continuous supply of innovations is important for firms to remain profitable in a rapidly changing technological and market environment. This chapter, first, builds on the notion of persistent innovation with reference to approaches to learning about and tracking customer needs, the development of new market offerings, the development and implementation of internal processes, and the development and implementation of specific marketing programs. Second, characteristics that reflect a strong marketing and R&D interface, that is, connectivity, cooperation, knowledge exchange, and knowledge integration, are identified. Third, recognizing that firm orientations, that is, internal customer orientation, market orientation, learning orientation, technology orientation, and entrepreneurial orientation, are important for firms focused on persistent innovation, a conceptual framework that synthesizes relevant literature streams is developed. The framework reveals empirical potential for better understanding of how organizations can continuously innovate for competitive advantage in the marketplace. Discussion and future research directions are provided.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Competitive Advantage
  • Conceptual Framework
  • Future Research Direction
  • Internal Process
  • Market Orientation


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