EVALUATING THE RELATIONSHIP OF FIRM STRATEGIC ORIENTATIONS AND NEW PRODUCT DEVELOPMENT PROGRAM PERFORMANCE

被引：6

作者：

Srivastava, Prashant ^{[1
]}

Yoo, Jaewon ^{[2
]}

Frankwick, Gary ^{[3
,4
]}

Voss, Kevin ^{[5
]}

机构：

[1] Drexel Univ, LeBow Coll Business, Dept Mkt, Philadelphia, PA 19104 USA

[2] Soongsil Univ, Entrepreneurship & Small Business Dept, Seoul, South Korea

[3] Univ Texas El Paso, Coll Business, Mkt, El Paso, TX 79968 USA

[4] Univ Texas El Paso, Coll Business, El Paso, TX 79968 USA

[5] Oklahoma State Univ, Spears Sch Business, Mkt, Stillwater, OK 74078 USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2013年 / 21卷 / 04期

关键词：

D O I：

10.2753/MTP1069-6679210406

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research investigates relationships among organizational strategic orientations, namely, entrepreneurial, technological, and proactive market orientations and their effects on new product development (NPD) program performance. Employing a sample of 183 U.S. technology-based companies, the study evaluates three possible models and shows positive effects of technological and proactive market orientations on entrepreneurial orientation. Results also show a positive effect of entrepreneurial orientation on NPD program performance. This study explains the importance of various strategic orientations and underscores the importance of converting firm strategic orientations into NPD program performance.

引用

页码：429 / 440

页数：12

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