A test of moderated-mediation between market orientation and new product performance.
- Javier Rodríguez Pinto
- Pilar Carbonell Foulquié
- Ana Isabel Rodríguez Escudero
Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-627-8
Year of publication: 2009
Pages: 45
Congress: Congreso Nacional de Marketing (21. 2009. Bilbao)
Type: Conference paper
Abstract
Building from the market orientation literature, the authors propose a moderated multiple mediation model of the impact of market orientation on new product performance. They conjecture that the relationship between market orientation and success is to some extent mediated by two important variables in the new product development process: product quality and innovation speed. They also hypothesize that the importance of the mediating effects of quality and speed change according to the order of market entry. The hypotheses are tested on a representative sample of 247 product launches by Spanish manufacturing firms. Preliminary results corroborate the relevance of market orientation as a source of competitive advantage in new product development and the existence of the suggested mediating effects of quality and speed. In addition, the data show that the route through which market orientation leads to superior performance depends on market entry order.