Thereby, our first hypothesis: H1: assigning greater importance to intelligence generation (In Gen) leads to better intelligence dissemination (In Dissem).
Thereby, our second hypothesis: H2: assigning greater importance to intelligence dissemination (In Dissem) leads to more responsiveness (Res) on organizational basis.
Recapping, intelligence generation strongly affected intelligence dissemination, and intelligence dissemination responsiveness on information gathered.
In order to capture the complex relationships among market orientation components, innovation and performance, we use a structural equation modeling in which we include three constructs measuring three steps of market orientation: intelligence generation, intelligence dissemination, and reaction responsiveness.
Intelligence generation proves to be a good determinant of intelligence dissemination.
Indeed, assigning greater importance to intelligence generation leads to better intelligence dissemination.
We use Kohli et al. (1993) construct of market orientation comprised by intelligence generation, intelligence dissemination, and responsiveness.
Intelligence generation, intelligence dissemination and intelligence responsiveness, as well as the marketing culture of an organisation, are all influenced by top management's risk aversion.
Following the path, intelligence dissemination shows a positive and significant relation with responsiveness.
For each increase of intelligence dissemination, responsiveness increases by.628 (p < 0.01).
We assume that the informational path is as follows: intelligence generation leads to intelligence dissemination which in turn leads to responsiveness or reaction.
