The Role of Marketing and Innovation Management in the Finnish Electrical and Electronics Industry

Abstract

Very often in industrial companies the role of marketing is perceived from too narrow a perspective. The empirical study is based on a survey concerning a sample of manufacturing companies with national and international operations. The 42 companies or divisions comprise 38 % of the member companies or divisions of the Finnish Electrical and Electronics Industry Association. Market orientation of these companies or divisions was assessed with MARKOR scale of Kohli, Jaworski and Kumar (1993). The Miles and Snow (1978) strategy typology was applied to the sample. In this sample it was shown that market orientation is very high in the 7 prospector companies or divisions and high or very high in the 26 analyser companies or divisions. Both prospectors and analysers are also keenly following latest developments in technology. Further, differences in business strategies and practices were examined between successful and unsuccessful companies or divisions.