An Empirical Study of Market-orientated Culture and Eco-innovative Adoption: By Industry as Controlled Variable

Abstract

This research applies the concept of Narver and Slater (1990) that divides the market-orientated culture into customer orientation, competitor orientation and interfunctional coordination. With respect to eco-innovative, this research refers to Ramus's (2001) study, which divides the eco-innovative adoption into the eco-technical innovative adoption and the eco-administrative innovative adoption. This paper uses the empirical research to verify the relationship, extents and differenciates between the eco-innovative adoption and the market-orientated culture in top 2000 manufacturing firms for six industries in Southern Taiwan. From 90 effective samples, our empirical results indicate that the eco-technical innovative adoption and the eco-administrative innovative adoption have apparently positive correlation with market-orientated culture- customer orientation, competitor orientation and interfunctional coordination. In respect of the influenced extent, the more influence under the competitor orientation have, the more practices on the eco-technical innovative adoption will take. The more influence under the competitor orientation have, the more practices on the eco-administrative innovative adoption will take. Industry has the more high growth rate, the more practices on the eco-innovative adoption will take. With regard to the eco-innovative adoption, there are significant differences on different industries. Generally speaking, electronics, information and telecommunication industries than textile industry have more practices on the eco-technical innovative adoption and the eco-administrative innovative adoption.