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

Diffusion Figure 1: Conceptual Framework of Study III. R esearch M ethodology The study objective was to empirically validate the research hypothesis to ascertain if there was a relationship between market orientation and commercial success of the patented invention and if patent ownership moderated this relationship. Likewise, the following hypothesis explored a relationship between diffusion of the patented innovation and the commercial success and if patent ownership moderated this relationship. The study objectives and hypothesis is addressed through a quantitative cross-sectional study based on a national framework of patents held by Sri Lankan nationals registered through the National Intellectual property Office of Sri Lanka or registered through the Patent Cooperative Treaty (PCT). The framework limited the registration of the patent to five years from 2010 – 2014. The total number of registered patents during this period with both databases were 435. Based on the t-table developed by Krejcie and Morgan (1970), the sample size was determined as 205. The sampling process made allowance for non- response, and the number of respondents selected increased to 330 respondents. A response rate of 66% was achieved, which resulted in obtaining a sample of 220. Since the databases of NIPO registers 70% independent individuals, it was necessary to collect sufficient numbers from the organisation group. Therefore, the study used a random disproportionate stratified sampling method to obtain adequate representation for analysis purposes from the two patent ownership categories: Independent Individual patent holders as one category and the other as Patents owned by Organisations, including IHL's GRI's and commercial organisations. The sample was equally distributed among the two ownership categories so that adequate representation for each ownership category was in place for concluding the study. (Refer Table 1). The unit of analysis was the patent holder. The identity of individual patent holders is straightforward. However, in organisational patent ownership, identifying the respondent or the unit of analysis gets complicated as the patent outcome could result from several people. In such instances, the respondent selected was either the lead researcher or named patent researcher or the research director or a key senior executive involved with the patent idea, prototyping and commercialising it. Table 1: Distribution of Sample Ownership Category Organisation Individual N % 114 51.8 106 48.2 The questionnaire was developed by adapting both MKTOR and MARKOR scales (Narver & Slater, 1990; Kohil, Jaworski & Kumar, 1993) and scales used by Rodoservic and Yoruk 2012 in the SAPPHO study to test the Market Orientation dimension. The measurement carried 8 item scales. The diffusion dimension was tested by adapting the scales developed by Moore and Benbasat (1991). The 12 measurement scales assessed the likelihood of the inventions diffusion was based on the characteristics of the invention identified by Rogers (1995). The questionnaire rated the response on a 5 point Likert scale from strongly disagree (scale of 1) and strongly agree (scale of 5) for both the Market Oriented and Diffusion constructs. The dependent variable questions were based on the Pat Val study (2005). It comprises four objective dichotomous questions with yes and no responses. In addition, the questionnaire Patent Ownership Market Orientation Patent Commercial Success © 2021 Global Journals Global Journal of Management and Business Research Volume XXI Issue IV Version I Year 2021 ( ) E 35 The Impact of Market Orientation and Diffusion on Commercial Success of Patented Innovation in Sri Lanka