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The Role Of Interfunctional Market Orientation In New Product Program Success: An Exploratory Empirical Analysis, George Grady Gresham
The Role Of Interfunctional Market Orientation In New Product Program Success: An Exploratory Empirical Analysis, George Grady Gresham
Theses and Dissertations in Business Administration
A central tenet of the market orientation construct is the need for virtually all departments, not just the marketing department, to participate in gathering, disseminating and responding to market intelligence. Previous academic research provides empirical support for a positive relationship between market orientation and superior business performance. Superior business performance, for many firms, depends upon a continuous stream of new products emerging from their product development programs, yet few studies have demonstrated the link between market orientation and new product development program success. This dissertation conceptualizes market orientation below the strategic business level as interfunctional market orientation (IFMO) for cross-functional …
An Empirical Investigation Of The Link Between Market Orientation And New Product Performance: The Mediating Effects Of Organizational Capabilities, Turkan Dursun-Kilic
An Empirical Investigation Of The Link Between Market Orientation And New Product Performance: The Mediating Effects Of Organizational Capabilities, Turkan Dursun-Kilic
Theses and Dissertations in Business Administration
In today's business world, one of the most important problems that companies encounter is new product failure. The high product failure rate has been a major concern for practitioners for many years. It was reported that almost half of the new products introduced each year will actually fail (e.g., Sivadas and Dwyer 2000; Zirger and Maidique 1990). Given the fact that the increasing level of technological advancement, consumer expectations, and domestic as well as international competitive pressures continue to shorten the product life cycle for new products, it has become extremely important for companies to understand the critical determinants of …