IDEAS home Printed from https://ideas.repec.org/a/cup/jomorg/v21y2015i01p2-16_00.html
   My bibliography  Save this article

Strategy orientation, product innovativeness, and new product performance

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S1833367214000637/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    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.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jomorg:v:21:y:2015:i:01:p:2-16_00. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jmo .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.