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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 …