Impacto de la orientación proactiva y reactiva al mercado sobre el éxito de la innovación. El papel moderador de la orientación al aprendizaje

From the theoretical perspective of market orientation proposed by Narver et al. (2004), this paper analyzes its relationship with innovation success and the moderating role of market and internally focused learning orientation. By ordinary least squares estimation of linear regression function it was found that reactive market orientation has a positive linear effect on innovation success. Meanwhile, proactive market orientation has an inverted U shaped effect that is moderated by market focused learning orientation. The paper demonstrates that each orientation type effects depend on the learning process type. It therefore follows that the enterprise’s innovation success would have better results when combining an adequate market orientation and the learning process type applied.