Abstract
This study investigates the relationship between market orientation, intellectual capital, and new product success, and integrates the internal and external views to examine the effects of market orientation and intellectual capital on new product success. Travel agencies within the Taiwan tourism industry were targeted. A questionnaire was mailed to 1000 agencies, yielding 182 valid survey instruments for an effective response rate of 18.2%. Structural equation modeling (SEM) was utilized to test the model and the results show that intellectual capital (human capital and structure capital) is positively related to new product success, and also acts as a mediator between market orientation and new product success.
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