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MARKET ORIENTATION, TECHNOLOGY ORIENTATION AND PRODUCT INNOVATION SUCCESS: INSIGHTS FROM CoPS

Author

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  • JING LIU

    (School of Tourism and Hotel Management, Dongbei University of Finance and Economics, Room 223, Building 4, Dalian 116025, China)

  • JINGQIN SU

    (Management and Economics Department, Dalian University of Technology, Room 303, Science and Technology Park, Dalian 116024, China)

Abstract

This study explores how market orientation and technology orientation within fuzzy front end phases affect product innovation success in complex products and systems (CoPS) industry research and development (R&D) organisations. A sequential qualitative–quantitative mixed method was used with a single case study and a questionnaire survey. The case study results show mix effects of market orientation and technology orientation on CoPS innovation success within fuzzy front end phases. The empirical test results show that a market orientation facilitates both low-tech and high-tech CoPS innovation success and offer great benefits to mainstream customers. A technology orientation is beneficial to high-tech CoPS innovation success but has no impact on low-tech CoPS innovation success. The results have significant implications for CoPS firm strategies to facilitate product innovations and achieve competitive advantages.

Suggested Citation

  • Jing Liu & Jingqin Su, 2014. "MARKET ORIENTATION, TECHNOLOGY ORIENTATION AND PRODUCT INNOVATION SUCCESS: INSIGHTS FROM CoPS," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(04), pages 1-25.
    • Handle: RePEc:wsi:ijimxx:v:18:y:2014:i:04:n:s1363919614500200
    DOI: 10.1142/S1363919614500200
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    Cited by:

    1. José Adalberto França, 2019. "The Coordination Of Complex Product Systems Projects: A Case Study Of An R&D Multi-Party Alliance," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 1-25, April.

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