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Market Orientation And New Product Success Relationship: The Role Of Innovation Capability, Absorptive Capacity, Green Brand Positioning

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  • COURAGE SIMON KOFI DOGBE

    (School of Management, Jiangsu University, 301 Xuefu Road Zhenjiang, China)

  • BYLON ABEEKU BAMFO

    (#x2020;School of Business, Kwame Nkrumah University of Science and Technology, Ghana)

  • WISDOM WISE KWABLA POMEGBE

    (School of Management, Jiangsu University, 301 Xuefu Road Zhenjiang, China)

Abstract

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.

Suggested Citation

  • Courage Simon Kofi Dogbe & Bylon Abeeku Bamfo & Wisdom Wise Kwabla Pomegbe, 2021. "Market Orientation And New Product Success Relationship: The Role Of Innovation Capability, Absorptive Capacity, Green Brand Positioning," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 25(03), pages 1-30, April.
    • Handle: RePEc:wsi:ijimxx:v:25:y:2021:i:03:n:s136391962150033x
    DOI: 10.1142/S136391962150033X
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    Cited by:

    1. Qu, Yan & Mardani, Abbas, 2023. "Market orientation, technological opportunity, and new product innovation performance," Journal of Business Research, Elsevier, vol. 162(C).
    2. Raghuveer Negi & Amit Kumar Gupta & Vidhu Gaur, 2023. "Effect of green marketing orientation dimensions on green innovation and organizational performance: A mediation‐moderation analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5435-5458, December.

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