STRUCTURAL LINKAGES AMONG MARKET ORIENTATION, INNOVATION SPEED AND NEW PRODUCT PERFORMANCE From a strategic viewpoint a market orientation
نویسندگان
چکیده
From a strategic viewpoint a market orientation remains incomplete if practitioners do not understand the modus operandi that gives rise to superior new product performance. Empirical research on the routes through which market orientation affects new product performance is limited. The present study attempts to advance our understanding of these matters by examining the relationships between Kohli and Jaworski (1990)’s dimensions of market orientation, innovation speed and new product performance.
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