2015
DOI: 10.1017/jmo.2014.63
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Strategy orientation, product innovativeness, and new product performance

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 find… Show more

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Cited by 31 publications
(28 citation statements)
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References 55 publications
(110 reference statements)
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“…If managers have confidence in their firms’ competence, they will compare upward, leading to higher aspiration levels. In a similar vein, there has been growing interest in how strategic intent/strategy orientation affects performance outcomes (e.g., Liu & Chen, 2015; O’Shannassy, 2016). Although we controlled for size, slack, and R&D intensity, our analysis did not include measures of firm-level capabilities or resources.…”
Section: Discussionmentioning
confidence: 99%
“…If managers have confidence in their firms’ competence, they will compare upward, leading to higher aspiration levels. In a similar vein, there has been growing interest in how strategic intent/strategy orientation affects performance outcomes (e.g., Liu & Chen, 2015; O’Shannassy, 2016). Although we controlled for size, slack, and R&D intensity, our analysis did not include measures of firm-level capabilities or resources.…”
Section: Discussionmentioning
confidence: 99%
“…After running through thousands of results, 191 articles were detailedly reviewed and papers including TO as a variable on empirical studies were chosen for closer inspection. There were only 44 scholarly peer-reviewed quantitative research articles consisting TO at least as one of the variables where all these researches are also detailed in Tables 1, 2, and 3 (Gatignon and Xuereb 1997;Li 2005;Salavou 2005;Jeong et al 2006;Gao et al 2007;Akman et al 2008;Hakala and Kohtamaki 2010;Zehir et al, 2010;Zhou and Li 2010;Urban 2010;Urban and Barreria 2010;Hortinha et al 2011;Spanjol et al 2011;Hakala and Kohtamaki 2011;Mu and Benedetto 2011;Sainio et al 2012;Rajala and Westerlund 2012;Yang et al 2012;Surer and Mutlu 2012;Al-Ansari et al, 2013;Hyung and Dedahanov 2014;Hsu et al 2014;Chen et al 2014a;Chen et al, 2014b;Jaferian and Rezvani 2014;Lee et al 2014;Tsou et al, 2014;Al-Ansari et al, 2015;Batra et al 2015;Costa et al, 2015;Lee et al 2015;Leng et al 2015;Liu and Chen, 2015;Nakola et al 2015;Salovarji et al, 2015;Surer and Mutlu 2015;Ho et al 2016;Ibrahim and Shariff, 2016;…”
Section: Methodsmentioning
confidence: 99%
“…TO studies mostly investigated TO as a driver of new product innovation (e.g. Jeong et al 2006;Gao et al 2007;Hakala andKohtamaki 2010, 2011;Jaferian and Rezvani 2014;Leng et al 2015;Liu and Chen 2015;Salovarji et al 2015). Stating differently, TO was basically acknowledged as main component of technological innovations and way of creating unique products.…”
Section: Construct Of Technology Orientationmentioning
confidence: 99%
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“…The market share variable combines the percentage of total sales from all products and services from the United States and rest of the world. Finally, we also include variables related to the strategic goals and objectives of the organization because firms that have a strategic goal to innovate may be more likely to actually innovate than firms that do not identify innovation as a strategic objective (Porter, 1985; March, 1991; Liu & Chen, 2015). Workplaces were asked to rate the relative importance of general business strategies in their workplace using the following scale: crucial, very important, important, slightly important, not important, or not applicable.…”
Section: Methodsmentioning
confidence: 99%