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An exploratory analysis of the impact of market orientation on new product performance: a contingency approach
- Source :
- Journal of Product Innovation Management. Sept, 1995, Vol. 12 Issue 4, p275, 19 p.
- Publication Year :
- 1995
-
Abstract
- Many businesses emphasize the importance of market orientation in their mission statements, policies and procedures. However, there is little evidence to support the assumption that new product performance is significantly influenced by market orientation. A study exploring the relationship between market orientation and new product development activities and performance among 275 Australian companies is presented.
Details
- ISSN :
- 07376782
- Volume :
- 12
- Issue :
- 4
- Database :
- Gale General OneFile
- Journal :
- Journal of Product Innovation Management
- Publication Type :
- Periodical
- Accession number :
- edsgcl.17439989