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| Author: | Atuahene-Gima, K. |
| Title: | An exploratory analysis of the impact of market orientation on new product performance: a contingency approach |
| Journal: | Journal of Product Innovation Management
1995 : SEP, VOL. 12:4, p. 275-293 |
| Index terms: | NEW PRODUCTS INNOVATION MANAGEMENT |
| Language: | eng |
| Abstract: | For many firms, emphasizing the importance of market orientation has taken on a mantra-like quality. Mission statements and memos, policies, and procedures all highlight the importance of staying in touch with the customer. It is also widely assumed that the relationship between market orientation and new product performance depends on environmental conditions and product characteristics. |
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