scholarly journals The Influence of Market Orientation and Creativity on New Product Performance by Technology Innovation Types: Focused on Company of Daejeon

2011 ◽  
Vol 12 (9) ◽  
pp. 3869-3877
Author(s):  
Chul-Ho Jung ◽  
Go-Whan Jin
Keyword(s):  
Market Orientation ◽  
Technology Innovation ◽  
New Product ◽  
Product Performance ◽  
New Product Performance

scholarly journals The bidirectional complementarity between market orientation and launch proficiency affecting new product performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Farbod Fakhreddin ◽  
Pantea Foroudi ◽  
Mehdi Rasouli Ghahroudi
Keyword(s):  
Market Orientation ◽  
Dynamic Capabilities ◽  
Empirical Support ◽  
New Product ◽  
Product Performance ◽  
Product Launch ◽  
Equation Modeling ◽  
Content Type ◽  
New Product Performance ◽  
Capabilities Theory

Purpose Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance. Design/methodology/approach In this research, an on-site survey of Iranian, research and development- intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model. Findings The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities, and therefore resulting in superior new product performance. Originality/value The current characterization of the resource-based theory signifies that strategic resources merely have potential value and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

Reviews of Market Drivers of New Product Performance: Effects and Relationships

2013 ◽  
Vol 55 (5) ◽  
pp. 719-738 ◽  
Author(s):  
Kuen-Hung Tsai ◽  
Chi-Tsun Huang ◽  
Mu-Lin Tsai
Keyword(s):  
Market Orientation ◽  
Market Research ◽  
New Product ◽  
Product Performance ◽  
Research And Practice ◽  
New Product Performance ◽  
Structural Relationships ◽  
Performance Effects ◽  
Competitor Orientation ◽  
Per Se

This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships. Based on empirical findings from the relevant studies published before 2011, this study has a number of interesting findings. First, market orientation, competitor orientation, product advantage and launch proficiency are the dominant drivers of new product performance. Second, market orientation, marketing synergy, product advantage and competitive intensity have significant effects on new product performance. Third, product advantage serves as an important intermediary between the market predictors and new product performance. Fourth, product innovativeness per se does not affect new product performance. Finally, launch proficiency translates the effect of market orientation into new product performance. These findings not only identify the dominant market drivers of new product performance, but also profile the routes leading to better new product performance. Some important implications for market research and practice are also provided.

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