Journal article
EVALUATING THE RELATIONSHIP OF FIRM STRATEGIC ORIENTATIONS AND NEW PRODUCT DEVELOPMENT PROGRAM PERFORMANCE
Journal of marketing theory and practice, v 21(4), pp 429-440
01 Jan 2013
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
This research investigates relationships among organizational strategic orientations, namely, entrepreneurial, technological, and proactive market orientations and their effects on new product development (NPD) program performance. Employing a sample of 183 U.S. technology-based companies, the study evaluates three possible models and shows positive effects of technological and proactive market orientations on entrepreneurial orientation. Results also show a positive effect of entrepreneurial orientation on NPD program performance. This study explains the importance of various strategic orientations and underscores the importance of converting firm strategic orientations into NPD program performance.
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Details
- Title
- EVALUATING THE RELATIONSHIP OF FIRM STRATEGIC ORIENTATIONS AND NEW PRODUCT DEVELOPMENT PROGRAM PERFORMANCE
- Creators
- Prashant Srivastava - Drexel UniversityJaewon Yoo - Soongsil UniversityGary Frankwick - The University of Texas at El PasoKevin Voss - Oklahoma State University
- Publication Details
- Journal of marketing theory and practice, v 21(4), pp 429-440
- Publisher
- Taylor & Francis
- Number of pages
- 12
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000211399500006
- Scopus ID
- 2-s2.0-84887442248
- Other Identifier
- 991019167911304721
UN Sustainable Development Goals (SDGs)
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- Collaboration types
- Domestic collaboration
- International collaboration
- Web of Science research areas
- Business