What Makes Product Development Market Oriented? Towards a Conceptual Framework

Robert A. W. Kok (), Bas Hillebrand () and Wim G. Biemans ()
Additional contact information
Robert A. W. Kok: Nijmegen School of Management, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands
Bas Hillebrand: Nijmegen School of Management, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands
Wim G. Biemans: Faculty of Management & Organization, University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands

International Journal of Innovation Management (ijim), 2003, vol. 07, issue 02, 137-162

Abstract: While there is quite some literature on the relationship between market orientation and product development, it is still unclear what market-oriented product development really is. In this article the authors present a conceptual framework detailing the elements of market-oriented product development and the relationships between these elements. More specifically, market-oriented product development is conceptualised as a combination of specific capabilities and market information processing activities. These capabilities encapsulate the values and norms, knowledge and skills, technical and managerial knowledge systems, which enable learning about markets through information processing behaviour in product development and improve this market learning behaviour. As such it is argued that market-oriented product development may be regarded as an organisational learning capability.

Keywords: Market orientation; product development; organisational learning; capability (search for similar items in EconPapers)
Date: 2003
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Citations: View citations in EconPapers (4)

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DOI: 10.1142/S1363919603000763

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