摘要：AbstractProduct innovation has been regarded as one of the major sources of competitive advantage. However, not every innovative product is successful in the market. The reasons of failure include not meeting customers needs and technical inferiority against competitors products. Therefore, it is important for organizations to understand customers both latent and expressed needs as well as technological trends to achieve greater product innovativeness. Based on this tenet, this study intends to propose a conceptual framework to understand the relationships between product innovativeness, market orientation, technology orientation, and strategic flexibility.
