Los efectos de diferentes tipos de orientacion al mercado sobre la innovacion empresarial.

It has been recognized by the literature the importance of firms to innovate. However, due to the high costs and risks of implementation is essential to examine the factors that promote innovation success. This research analyzes the effects on the relationship between market orientation (proactive and reactive) and innovation success. The importance of analyzing this relationship provides signals to understand the debate of whether or not a market orientation improves the results of the innovation process. Narver et al. (2004) suggest that the differences have occurred because overall market orientation has assumed a reactive manner, is contempland only the current needs of customers, ignoring future needs, it is a proactive market orientation. The purpose of this study is to investigate the nature of these two forms of market orientation in the context of a developing economy and analyze their nature in relation to innovation. Thus important contribution to clarify the debate between market orientation and innovation is expected.