University Spin-offs' Market Orientation Development

The goal of this study was to see how the market orientation of university spin-offs developed after they were founded. The qualitative data used was obtained using two sources; semi-structured interviews and surveys. The interviews were designed to identify and measure the development of the market orientation, the survey was designed to only measure the current level of market orientation. A total of three interviews and surveys have been completed and are analysed in this paper. In the analysis the results were linked to the Development Process Framework. In two cases the results show a distinct increase of the market orientation during the re-orientation phase, each caused by a different trigger; finalizing product development and changing company course. In one case, the maturing of the spin-off also played a role. In the remaining case only limited market orientation development could be identified.