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Strategy orientation, product innovativeness, and new product performance

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  • Liu, Tsung-Chi
  • Chen, Yi-Jen

Abstract

This study employs a dynamic capabilities perspective to examine the relationships among strategy orientation, product innovativeness, and new product development performance. This paper proposes that the role of product innovativeness in these relationships differs between the two dimensions of strategy orientation (market orientation and technology orientation) and new product performance. Regression analysis was used to test the hypotheses in a sample of 118 new product development cases. The empirical findings indicate that product innovativeness positively moderates the relationship between market orientation and new product performance, whereas technology orientation affects new product performance through the mediating effects of product innovativeness. Finally, the study provides a discussion on the managerial implications and directions for future research.

Suggested Citation

  • Liu, Tsung-Chi & Chen, Yi-Jen, 2015. "Strategy orientation, product innovativeness, and new product performance," Journal of Management & Organization, Cambridge University Press, vol. 21(1), pages 2-16, January.
    • Handle: RePEc:cup:jomorg:v:21:y:2015:i:01:p:2-16_00
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    Cited by:

    1. Bimbo Onaolapo Adejare & Ekpenyong Ekpenyong Udofia & Gbemi Oladipo Olaore, 2023. "Strategy integration, sustainable drivers of firm internationalization performance—Moderated by environmental uncertainty and firm capabilities," Journal of International Entrepreneurship, Springer, vol. 21(3), pages 301-328, September.
    2. Nirusa Sirivariskul, 2020. "The Mediating Impact of New Product Innovativeness on the Relationship between Learning Orientation and New Product Performance in Thailand ISO 1900 Industry," International Review of Management and Marketing, Econjournals, vol. 10(1), pages 1-6.
    3. Wenhao Song & Xifang Ma & Hongyan Yu, 2019. "Entrepreneurial Orientation, Interaction Orientation, and Innovation Performance: A Model of Moderated Mediation," SAGE Open, , vol. 9(4), pages 21582440198, October.
    4. Eduardo Antonio Chang-Muñoz & Andrés Felipe Guarín-García & Yuneidis Charris-Sevilla & José Fernando Gallego-Nicholls & Cristina Santos-Rojo & Arturo Ortigosa-Blanch, 2023. "Innovation Activities and Their Impact on Product Innovation Results: Evidence from a Sectorial Study," Sustainability, MDPI, vol. 15(8), pages 1-15, April.
    5. Susana Lopes & Alvaro Dias & Leandro Pereira & Vasco Santos, 2022. "The Outcomes of Entrepreneurship, Relational Capital and Innovativeness on Tourist Satisfaction," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    6. Jinqi Su & Ke Su & Shubin Wang, 2021. "Does the Digital Economy Promote Industrial Structural Upgrading?—A Test of Mediating Effects Based on Heterogeneous Technological Innovation," Sustainability, MDPI, vol. 13(18), pages 1-24, September.
    7. Long Zhang & John A. Parnell & Chuanhui Xiong, 2021. "Market and Nonmarket Strategies (NMS) in China: Performance Payoffs in Turbulent Environments," Asian Business & Management, Palgrave Macmillan, vol. 20(5), pages 644-665, November.
    8. Alessandra Montenegro & Marina Dobrota & Marija Todorovic & Teodora Slavinski & Vladimir Obradovic, 2021. "Impact of Construction Project Managers’ Emotional Intelligence on Project Success," Sustainability, MDPI, vol. 13(19), pages 1-18, September.

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