Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Success?
Version of Record online: 25 OCT 2012
© 2012 Product Development & Management Association
Journal of Product Innovation Management
Volume 30, Issue 1, pages 44–55, January 2013
How to Cite
Hong, J., Song, T. H. and Yoo, S. (2013), Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Success?. Journal of Product Innovation Management, 30: 44–55. doi: 10.1111/j.1540-5885.2012.00985.x
- Issue online: 20 DEC 2012
- Version of Record online: 25 OCT 2012
The purpose of this paper is to examine the relationship between strategic orientation and the performance of new products. In this paper, we develop a conceptual model that explores the roles of market orientation (MO) and entrepreneurship orientation (EO) on new product performance and seek to understand the mediating roles of process and product characteristics. Based on a survey of 471 small and medium-sized enterprises in Korea, we found that MO and EO positively affect new product performance. The main impact of MO is through new product development proficiency and product meaningfulness and that of EO is through proficient intellectual property management and product novelty. Academic and managerial implications are also discussed.