Grounded on the resource-based view, this study aims to examine mediating role of product launch quality as a deployment mechanism in association between market orientation and new performance. Conducting an on-site survey Iranian manufacturing industries, applies covariance-based structural equation modeling test research hypotheses verify proposed theoretical model. The empirical findings ind...

new product development (npd) is described in the literature as the transformation of a market opportunity into a product available for sale [ ]. in the automotive industry, within the context of iso/ts (the automotive quality management system international standard), consists of three main phases such as planning, implementation and sales. there are also five sub phases called “planning”, “pr...