Investigation the Effect of Market Orientation on Innovation

Undoubtedly, innovation, as one of the most important factors in creating competitive advantage, has a special position comparing to other factors. Hence, all organizations try to create innovation culture and encourage it among their employees. As many researchers believe, entrepreneurship, organizational learning, and market orientation variables are the main factors which lead to development of innovation in organizations. But that innovator companies rely more on which of these factors has not been considered. Hence, this study reviews 15 big companies in different industries which are innovator in their industry. The required data were collected through semi-structured interviews with these companies` managers. Analysis of results using entropy method indicates that in all companies market orientation has been more considered.