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The effect of market orientation on new product performance: a study among Singaporean firms

B. Ramaseshan (Professor and Head, School of Marketing, Curtin University of Technology, Perth, Australia)
Albert Caruana (Asssociate Professor, Centre for Communications Technology, University of Malta, Msida, Malta)
Loo Soon Pang (Postgraduate, Curtin University of Technology, Perth, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 November 2002

2810

Abstract

New products are critical to the long‐term growth and success of a firm. This paper investigates the relationship between market orientation and new product performance. Data are collected from Singaporean firms. Results show a strong positive relationship between market orientation and the overall performance of new products. Market orientation is also shown to have a strong positive effect on the market performance and project performance of new products. Managerial implications and limitations are discussed.

Keywords

Citation

Ramaseshan, B., Caruana, A. and Soon Pang, L. (2002), "The effect of market orientation on new product performance: a study among Singaporean firms", Journal of Product & Brand Management, Vol. 11 No. 6, pp. 399-409. https://doi.org/10.1108/10610420210445514

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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