The mediating role of new product development in the link between market orientation and organizational performance

被引：44

作者：

Langerk, Fred ^{[1
]}

Hultink, Erik ^{[2
]}

Robben, Henry ^{[3
]}

机构：

[1] Erasmus Univ, Rotterdam Sch Management, Dept Mkt Management, Off T10-16,POB 1738, NL-3000 DR Rotterdam, Netherlands

[2] Delft Univ Technol, Fac Ind Design Engn, Delft, Netherlands

[3] Nyenrode Business Univ, Ctr Supply Chain Management, Breukelen, Netherlands

来源：

JOURNAL OF STRATEGIC MARKETING | 2007年 / 15卷 / 04期

关键词：

Market orientation; innovation; performance;

D O I：

10.1080/09652540701525948

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The proficiency in new product development activities may be the key to the conversion of a market-oriented culture into superior organizational performance through better new product performance. To examine this conjecture our study tests hypotheses on the mediating effects of the proficiency in new product development activities and new product performance on the relationship between market orientation and organizational performance. The results from a sample of 126 manufacturing firms present evidence for the mediating roles of the proficiency in commercialization activities and new product performance. These mediating roles are consistent for three moderator variables: technological turbulence, market turbulence and innovation strategy. Together our findings provide a better understanding of how a market-oriented culture leads to superior organizational performance.

引用

页码：281 / 305

页数：25

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