Pioneer orientation and new product performance of the firm: Internal contingency factors

Maria J Ruiz Ortega and Pedro M García-Villaverde

Journal of Management & Organization, 2011, vol. 17, issue 4, 474-497

Abstract: In this study we analyze the contingent effects of the firm's internal factors in the influence of pioneer orientation on new product performance. The results obtained show that in dynamic and hostile industries, pioneer orientation has a positive influence on the performance of new products. We have found that technological capabilities, cross-functional integration and internal commitment allow pioneer firms to improve their new product performance. However, strong market intelligence can induce pioneer firms to direct their new products to a secure but limited market, and worsen outcomes. We reinforce first mover advantage (FMA) literature highlighting the promotional role of several internal factors in pioneer advantage. We note the complementary character of the resource based view (RBV), marketing and the organization theory to the explanation of the performance of those firms developing a pioneer orientation.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:cup:jomorg:v:17:y:2011:i:04:p:474-497_00

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