Product Development Capability, Market Orientation And Market Performance, A Research In Turkey

Abstract

In this study, resource-based view, product development capability and market orientation are generally mentioned as harmonizing with the aim of achieving high market performance. In this context, the product development capability and the market focus on the effects of firm market performance were investigated. For this purpose, primarily resource based view, product development capability and market orientation are explained based on the literature. Subsequently, the relationships between product development capability, market orientation and firm market performance were analyzed and the effects on firm performance were investigated. The validity and reliability of the scales used in the research were tested using confirmatory factor analysis procedures with data from 272 business managers. Finally, the structural equation modeling method is used to test the hypothesis. As a result of this study, it has been determined that product development capability has a positive effect on market performance and that market orientation has an interim variable role between product development capabilities and market performance.