The effect of market orientation on new product performance: a study among Singaporean firms
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
:MCB UP Ltd
Copyright © 2002, MCB UP Limited