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| Author: | Gotteland, D. Boulé, J-M. |
| Title: | The market orientation-new product performance relationship: redefining the moderating role of environmental conditions |
| Journal: | International Journal of Research in Marketing
2006 : VOL. 23:2, p.171-185 |
| Index terms: | new products market orientation |
| Language: | eng |
| Abstract: | Past studies on the market orientation-new product performance relationship have not necessarily concluded that market orientation has and effect on new product performance. A few studies have death with the existence of moderating variables of the relationship, such as environmental conditions. Based on a survey of 142 product managers or sales directors, this article completely models this moderating effect, providing a structured framework for future research. |
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