Client-based proactive orientation, cooperation and using ICT: An empirical analysis of their interrelationships and effects as product innovation boosters

Abstract

This work analyses client-based proactive orientation as shown by companies, and its strategic implications, regarding developing external cooperation action and using ICT, inhibiting or boosting new products being developed. Studying 1,220 companies led to contrasting initial hypotheses and confirming that a company which is proactively orientated towards the client encourages cooperative behaviour being developed and using information and communications technology (ICT), all such variables in turn en- couraging product innovation. There are important strategic implications in this work, suggesting that it is highly recommendable for organisations to adopt this type of orientation and behaviour. Developing strategies aimed at offering a client ongoing value, and in turn, making a commitment to cooperation with agents in the environment and the intensive use of ICT, enables a company to enjoy important capability based on differentiat- ing products in the market, obtaining the relevant information and knowledge for decision-making and/or enabling a rapid response to be made regarding market threats. Likewise, the boosting effect exercised by the foregoing variables related to developing innovative products offers im- portant financial, strategic and market benefits thereby enabling organisations to strengthen and consolidate their competitive market position.