Academic Activities
[Research]Paths to Success: How Do Market Orientation and Entrepreneurship Orientation Produce New Product Suc
2013.01.01 Views 621 경영학연구분석센터
Journal of Product Innovation Management
Volume 30, Issue 1, January 2013, Pages 44–55
Jinhwan Hong, Tae Ho Song, Shijin Yoo
http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2012.00985.x/full
Abstract
The purpose of this paper is to examine the relationship between strategic orientation and the performance of new products. In this paper, we develop a conceptual model that explores the roles of market orientation (MO) and entrepreneurship orientation (EO) on new product performance and seek to understand the mediating roles of process and product characteristics. Based on a survey of 471 small and medium-sized enterprises in Korea, we found that MO and EO positively affect new product performance. The main impact of MO is through new product development proficiency and product meaningfulness and that of EO is through proficient intellectual property management and product novelty. Academic and managerial implications are also discussed.
Volume 30, Issue 1, January 2013, Pages 44–55
Jinhwan Hong, Tae Ho Song, Shijin Yoo
http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5885.2012.00985.x/full
Abstract
The purpose of this paper is to examine the relationship between strategic orientation and the performance of new products. In this paper, we develop a conceptual model that explores the roles of market orientation (MO) and entrepreneurship orientation (EO) on new product performance and seek to understand the mediating roles of process and product characteristics. Based on a survey of 471 small and medium-sized enterprises in Korea, we found that MO and EO positively affect new product performance. The main impact of MO is through new product development proficiency and product meaningfulness and that of EO is through proficient intellectual property management and product novelty. Academic and managerial implications are also discussed.