The effect of market orientation on new product performance, the moderating effect of supplier involvement, and the mediating role of proficiency in new product development.
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Date
2011-08
Authors
Chutima, Wangbenmad
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Kejayaan keluaran baharu sangat penting kepada keunggulan organisasi dalam persekitaran yang pantas berubah. Tujuan kajian ini ialah untuk menyiasat kesan tiga dimensi orientasi pasaran, khususnya, penjanaan perisikan pasaran, penyebaran perisikan pasaran, dan daya gerak balas firma kepada perisikan pasaran ke atas prestasi keluaran baharu dalam pasaran.
New product success is important for organizational survival in rapidly changing environments. The aims of this study is to investigate the impact of three dimensions of market orientation (MO), namely generation of market intelligence, dissemination and responsiveness on the success of new product in the marketplace.
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Keywords
Market orientation , Product development