Abstract: The purpose of this paper is to develop a typology
based on market orientation (MO) and innovation orientation (IO),
and to illustrate to what extent housing companies in Sweden fit
within this framework. A qualitative study on 11 public housing
companies in the central part of Sweden has been conducted by the
help of open and semi-structured questions for data collection. Four
public housing company types- i.e. reactive prospector, proactive
prospector, reactive defender and proactive defender have been
identified by the combination of MO-IO dimensions. Future research
can include other dimensions like entrepreneurship and network to
observe how it particularly affects MO. An empirical study can
compare public and private housing companies on the basis of MO
and IO dimensions. One major contribution of the paper is the
proposition of typology which can be used to describe public housing
companies and deciding their future course of actions.