Global Journal of Management and Business Research, E: Marketing, Volume 21 Issue 4

© 2021. Romaine Ferdinands, Halinah Binti Atan, Ferdous Azam & Ali Khatibi. This research/review article is distributed under the terms of the Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https:// creativecommons.org/ licenses/by-nc-nd/4.0/. The Impact of Market Orientation and Diffusion on Commercial Success of Patented Innovation in Sri Lanka By Romaine Ferdinands, Halinah Binti Atan, Ferdous Azam & Ali Khatibi University of Malaysia Abstract- Purpose: The study seeks to understand the relationship between two critical success factors for the commercial success of patented innovation: the invention's market orientation and diffusion. The study also assesses the moderating effect of patent ownership in the relationship between the predictors' market orientation (MO) and diffusion (DF) with patent commercialisation success. The observation of the relationship is vital as a high percentage of registered patents in Sri Lanka are individually owned and could be a factor for poor commercial success. Methodology: The empirical study utilises a national sample of patented inventions by Sri Lankan nationals and is cross-sectional. The study used a sample of 220 patent holders from the Sri Lanka National Intellectual Property Office (NIPO) and the Patent Cooperative Treaty (PCT) databases to test the hypotheses. The study selected patents registered between 2010 and 2014. The analysis uses SPSS version 21. Keywords: market orientation, diffusion, patents, commercialisation, technology transfer, sri lanka. GJMBR-E Classification: TheImpactofMarketOrientationandDiffusiononCommercialSuccessofPatentedInnovationinSriLanka Strictly as per the compliance and regulations of: Global Journal of Management and Business Research: E Marketing Volume 21 Issue 4 Version 1.0 Year 2021 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 JEL Code: M39