Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Success?

2012 ◽  
Vol 30 (1) ◽  
pp. 44-55 ◽  
Author(s):  
Jinhwan Hong ◽  
Tae Ho Song ◽  
Shijin Yoo
Keyword(s):  
Market Orientation ◽  
New Product ◽  
New Product Success ◽  
Product Success

The Dimensions of Industrial New Product Success and Failure

1979 ◽  
Vol 43 (3) ◽  
pp. 93-103 ◽  
Author(s):  
R.G. Cooper
Keyword(s):  
Market Orientation ◽  
Dominant Role ◽  
New Product ◽  
Multivariate Methods ◽  
Extensive Investigation ◽  
Industrial Products ◽  
Product Strategy ◽  
New Product Success ◽  
Product Success

This article reports the results of Project NewProd, an extensive investigation into what separates successful from unsuccessful new industrial products. Multivariate methods are used to probe this success/failure question. The dimensions underlying success and failure are identified. The dominant role of product strategy and the need for a strong market orientation clearly are demonstrated.

MARKET ORIENTATION AND NEW PRODUCT SUCCESS RELATIONSHIP: THE ROLE OF INNOVATION CAPABILITY, ABSORPTIVE CAPACITY, GREEN BRAND POSITIONING

2020 ◽  
pp. 2150033
Author(s):  
COURAGE SIMON KOFI DOGBE ◽  
BYLON ABEEKU BAMFO ◽  
WISDOM WISE KWABLA POMEGBE
Keyword(s):  
Market Orientation ◽  
Absorptive Capacity ◽  
New Product ◽  
Brand Positioning ◽  
Innovation Capability ◽  
New Product Success ◽  
Product Success ◽  
The Relationship ◽  
Moderating Role

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.

The Consequences of Market Orientation on Performance, New Product Success, and Customer Satisfaction in Traditional Sectors

2021 ◽  
pp. 67-82
Author(s):  
Paulo Matos Graça Ramos
Keyword(s):  
Customer Satisfaction ◽  
Market Orientation ◽  
New Product Development ◽  
Business Performance ◽  
New Product ◽  
Marketing Strategies ◽  
New Product Success ◽  
Product Success ◽  
Wine Sector ◽  
Business Profitability

The market orientation concept used has been used as a way to measure the implementation of marketing strategies and tactics. Although it is still widely accepted and used as a framework for various researches, it is still open for debate as there is not yet a consensus on its consequences on business performance and in other consequences such has new product development and customer satisfaction. This chapter discusses the application of market orientation in a traditional sector (the Portuguese wine sector) using a market orientation model that integrates both the cultural and the behavioural streams. The results of the research lead us to conclude that market orientation favours in a moderate ways new product success and customer satisfaction and that it is not directly related with business profitability.

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