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Market orientation, creativity, and new product performance in high-technology firms
The ability to generate and market creative ideas in new products (NPs) and related marketing programs (MPs) in responses to changing market needs is key to the success of a firm. This research examines the mediating role of NP and MP creativity between market orientation and NP success. The authors investigate (1) whether market orientation facilitates or inhibits creativity, (2) whether creativity influences NP performance, and (3) how to define and measure creativity in the NP development and launch contexts. They use a two-stage sampling frame to collect 312 sets of responses from managers and NP team leaders and thereby address the potential for common method bias in measures of creativity and NP performance. The findings indicate that NP and MP creativity meditates the relationship between market orientation and NP success. The authors also show that the meaningfulness dimension, rather than the novelty dimension, of creativity is of greater importance in explaining the link between market orientation and NP success. The empirical results provide significant theoretical and managerial implications for NP strategy..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Product development Success Statistical analysis Creativity Market orientation Research & development R&D studies High tech industries |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |