Does Market Orientation Affect New Product Performance? A Meta-analytic Approach

Par :

Gotteland, David [author]

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Type de matériel : Texte

TexteLangue : français Détails de publication : 2009. Sujet(s) :

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Abrégé : Due to the strategic importance and the high failure rates of new product introduction, the link between market orientation and new product performance has been largely investigated. All studies do not lead to a conclusive link and it seems difficult to generalize observed results. This meta-analysis (1) clearly establishes the positive and significant effect of market orientation on new product performance, (2) presents some methodological moderators of this relationship, (3) induces a set of managerial recommendations relative to market orientation implementation.

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Due to the strategic importance and the high failure rates of new product introduction, the link between market orientation and new product performance has been largely investigated. All studies do not lead to a conclusive link and it seems difficult to generalize observed results. This meta-analysis (1) clearly establishes the positive and significant effect of market orientation on new product performance, (2) presents some methodological moderators of this relationship, (3) induces a set of managerial recommendations relative to market orientation implementation.