Examining market orientation, new product development and performance

Abstract

This study examines the empirical links between the dimensions of market orientation and the stages of new product development (NPD) with new product performance in Thai export ventures. Data were gathered via a self-administered mail survey directed to the Managing Director of 201 Thai export ventures based in Thailand. The sample came from the electronics and electrical industries. The findings indicate that all independent variables, namely, market intelligence generation, dissemination and responsiveness, new product idea development, opportunity analysis, technical development, pretest and commercialisation were able to significantly discriminate between high and low new product performance. There is limited empirical evidence in the literature on the relationship between the different dimensions of market orientation and new product performance together with limited empirical evidence on the relationship between the different stages of NPD and new product performance. This study's finding overcomes this void in the literature.