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Strategy orientation, product innovativeness, and new product performance

Published online by Cambridge University Press:  16 January 2015

Tsung-Chi Liu  and
Yi-Jen Chen
Tsung-Chi Liu
Affiliation:
Department of Business Administration, National Cheng Kung University, Tainan
Yi-Jen Chen*
Affiliation:
Graduate Institute of Business Administration, National Cheng Kung University, Taiwan
*
Corresponding author: [email protected]
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Abstract

This study employs a dynamic capabilities perspective to examine the relationships among strategy orientation, product innovativeness, and new product development performance. This paper proposes that the role of product innovativeness in these relationships differs between the two dimensions of strategy orientation (market orientation and technology orientation) and new product performance. Regression analysis was used to test the hypotheses in a sample of 118 new product development cases. The empirical findings indicate that product innovativeness positively moderates the relationship between market orientation and new product performance, whereas technology orientation affects new product performance through the mediating effects of product innovativeness. Finally, the study provides a discussion on the managerial implications and directions for future research.

Keywords

strategy orientationproduct innovativenessnew product development
Type
Research Article
Information
Journal of Management & Organization , Volume 21 , Issue 1 , January 2015 , pp. 2 - 16
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2015 

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