The Relationship between Market Orientation and New Product Performance: The Forgotten Role of Development Team Diversity

被引：7
|
作者：
Gotteland, David [1 ]
Haon, Christophe [1 ]
机构：
[1] Grenoble Ecole Management, Mkt, Grenoble, France
来源：
MANAGEMENT | 2010年 / 13卷 / 05期
关键词：
Market orientation; new product performance; team diversity;
D O I：
10.3917/mana.135.0366
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
Several meta-analyses highlight the benefits of market orientation for organizational performance. However, results diverge regarding its impact on new product performance. This fact calls for investigation of new moderators for this causal relationship. We hypothesize a moderation effect of competency diversity in new product development teams. We indeed observe this moderation and its specific effects on each dimension of market orientation (customer orientation, competitors and technology).
引用
收藏
页码：366 / 381
页数：16
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