Shikhar Saxena, Raj Kumar, Ravi Sanwal
In this competitive era, innovation is the key that can help marketers gain a competitive advantage over the rival firms. Innovation is the tool which always keeps the product of any company in demand. As for remaining in existence one needs to manufacture innovative products and ideas. It is the only factor that develops the economy whereas market-orientation is the management of the market by encouraging and enabling the capacity of the organisation. When these two factors Innovation and orientation are combined it puts a positive impact on the economy as through market orientation one can easily make the innovation. This study will examine the link between innovation and orientation in the market of insurance. The data that had been gathered with a view of providing a more clear view of an event based on the connections of variables designed upon a conditioned model which is dependent upon relevant concepts. This research is done through a survey method and was carried out through a quantitative approach. The various companies which were targeted in this research were the insurance companies. The method which has been used during the investigation to test the impact among variables was PLS method. The outcome of the investigation demonstrated that there is some relation between orientation and various innovations that take place in the Insurance market.