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The Effect of Market Orientation on New Product Performance

Springer Nature, (2015), 452
DOI: 10.1007/978-3-319-11885-7_124
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Abstract

This paper investigates the relationship between market orientation and new product performance. The results show a strong positive relationship between market orientation and the overall performance of new products. Market orientation is also shown to have a strong positive effect on the market performance and project performance of new products. The managerial implications and the limitations are discussed.

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APA

Ramaseshan, B., & Pang, L. S. (2015). The Effect of Market Orientation on New Product Performance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 452). Springer Nature. https://doi.org/10.1007/978-3-319-11885-7_124

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