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Can I read The Influence of Market Orientation on New Product Success on EtoBox?
The Influence of Market Orientation on New Product Success by Kam Sing Wong, Stanley; Tong, Canon is a Business, Management and Accounting article available to read on EtoBox.
What is The Influence of Market Orientation on New Product Success about?
## Purpose This research seeks to investigate key determinants of new product success (NPS) from the perspective of new product development (NPD) team leaders in the electronics industry in China. A model is proposed investigating the interplay among elements of market orientation and the moderating effects of customer and competitor orientations on the relationship between R&D‐Marketing cooperation and NPS. ## Design/methodology/approach Data were collected from 217 respondents to an online questionnaire that had been sent to 3,000 potential participants randomly selected from electronics firms across China. Regression analysis was used to analyse the data. ## Findings Results from the research support the hypotheses that NPS is driven by R&D‐Marketing cooperation, customer and competitor orientations. Also, the association between R&D‐Marketing cooperation and NPS is moderated by customer and competitor orientations. ## Practical implications This research confirms the positive role that R&D‐Marketing cooperation plays in NPS and the moderating effects of customer and competitor orientations on the association between R&D‐Marketing cooperation and NPS. The findings are of relevan
Who reads The Influence of Market Orientation on New Product Success?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Kam Sing Wong, Stanley; Tong, Canon
- Publisher
- Emerald Group Publishing Limited; Emerald (MCB UP ); Emerald Group Publishing Ltd.; Emerald (ISSN 1460-1060)
- Published
- 2012
- Language
- EN
- ISBN
- 9781460106129
- Field
- Business, Management and Accounting (Social Sciences)