petitors’ capabilities and (2) usin

petitors’ capabilities and (2) using this information to create
continuously superior customer value.” Market orientation
comprises three behavioral components: customer orienta-
tion, competitor orientation, and interfunctional coordina-
tion. Each of these components plays a role in intelligence
generation, dissemination, and responsiveness to the col-
lected information (Narver and Slater 1990). Furthermore,
Kohli and Jaworski (1990) contend that market orientation
may be viewed as a form of innovative behavior (i.e., an
antecedent to innovation). This is because a market orienta-
tion essentially involves doing something new or different in
response to market conditions. Han, Kim, and Srivastava
(1998) find that market orientation facilitates organizations’
innovativeness. These findings imply that market-oriented
firms are likely to gather more information about foreign
markets in response to their international business partners
and customers and are more likely to search for innovations.
Consequently, such firms may discover the usefulness of the
knowledge-creating role of the Internet, which assists them
in achieving their international goal. Thu