search query: @author Gnyawali, D. R. / total: 2
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| Author: | Tyler, B. B. Gnyawali, D. R. |
| Title: | Mapping managers' market orientations regarding new product success |
| Journal: | Journal of Product Innovation Management
2002 : JUL, VOL. 19:4, p. 259-276 |
| Index terms: | MANAGERS MARKET ORIENTATION PRODUCTS SUCCESS |
| Language: | eng |
| Abstract: | Research shows that managers' cognitive structures influence their decisions and firm outcomes, and that managers' shared understanding is critical to new product success. Yet, little is known about the content and structure of managers' knowledge regarding their business's market orientation (MO) and how such orientation relates to new product development. By drawing from research on managerial cognition, the authors suggest that an examination of managers' cognitive maps of their business's MO can provide valuable insights. First, cognitive maps provide information regarding the relative ranking of concepts that managers consider important to new product success. Second, they offer insights about the relationship among concepts by illustrating the causal logic flow. |
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