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| Author: | Langerak, F. Hultink, E. J. Robben, H. S. J. |
| Title: | The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance |
| Journal: | Journal of Product Innovation Management
2004 : MAR, VOL. 21:2, p. 79-94 |
| Index terms: | Market orientation Products Company performance Organizational performance |
| Language: | eng |
| Abstract: | The results provide evidence that a market orientation is related positively to product advantage and to the proficiency in market testing, launch budgeting, launch strategy, and launch tactics. Product advantage and the proficiency in launch tactics are related positively to new product performance, which itself is related positively to organizational performance. |
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