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Market Orientation Characteristics

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This paper provides support for the moderating effect of market characteristics such as demand uncertainty and market growth on the performance of innovations. Following is a brief summary of the paper. Introduction: This paper investigates the relationships among a firm's strategic orientation, the characteristics of the innovations brought to market, and new product performance. The definition of a firm's strategic orientation is broadened to include three components: the market orientation, the competitive orientation, and the technological orientation. The purpose of this paper is that the characteristics of innovations as well as their commercial performance depend on the strategic orientation of the firm and also importance of …show more content…

H5: Inter-functional coordination enhances the synergies between the three types of orientation to design innovations which have a strong relative advantage, which are more radical, and which have a lower cost. H6: Inter-functional coordination enhances the interactions between the three types of orientation necessary to market successfully an innovation. H7: Compared to slow growing markets, a stronger consumer orientation and a stronger competitive orientation are required in fast growing markets to achieve a similar level of performance. H8: Compared to less competitive markets, a stronger consumer orientation and a stronger competitive orientation are required in highly competitive markets to achieve a similar level of innovation performance. H9: In markets where demand is uncertain, a stronger consumer orientation and a stronger technology orientation are required than in markets where demand uncertainty is low in order to achieve a similar level of performance. This hypothesis provides insights into the moderating effects of demand uncertainty on Innovation …show more content…

The role of the organization's strategic orientation on new product development is central to the performance of a firm. This paper provided some support for the moderating effect of some market characteristics (demand uncertainty and market growth) on the performance of innovations. This study presents evidence from a large number of firms in a varied set of industries, which enables the discovery of principles governing firms which generalize across markets. Nevertheless, this study is subject to typical limitations such as the response rate, although typical, can lead to the possibility of response

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