search query: @indexterm MARKET ORIENTATION / total: 193
reference: 3 / 193
| Author: | Rodriguez-Pinto, J. Carbonell, P. Rodriguez-Escudero, A.I. |
| Title: | Speed or quality? How the order of market entry influences the relationship between market orientation and new product performance |
| Journal: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 145-154 |
| Index terms: | market orientation new products product quality innovation market conditions |
| Language: | eng |
| Abstract: | The role of market orientation as an antecedent of new product performance has been broadly studied in the literature. What is less clear, however, is how firms should utilize their market orientation under various market conditions. This paper addresses this question by inspecting how market orientation leads to superior new product performance for products entering the market at different times. Specifically, the paper examines the moderating effect of order of market entry on the mediated connection between market orientation and new product performance via product quality and pace of innovation. Data from a sample of 244 new product development projects indicate that a firm's market orientation can improve the performance of first-to-market products and late entrants by easing the development of quality products, and early entrants by speeding up innovation. |
SCIMA