This paper looks at the notion of market orientation to develop capabilities in innovation and performance at the ecosystem level.
As the locus of competition increasingly intensifies to be at the ecosystem level, firms need to develop their capabilities to enhance their innovation and performance. In this paper the authors extend the notion of market orientation to develop these capabilities at the ecosystem level. The paper introduces the concept of collaborative market orientation (CMO), which is defined as a set of capabilities that are jointly built, maintained and exercised by members within an ecosystem. The authors highlight three such CMO capabilities -- (1) collaborative intelligence generation, (2) collaborative intelligence dissemination and (3) collaborative responsiveness. By drawing upon literature to identify its constitutive routines the authors provide actionable steps for organizations to build CMO capabilities