The moderating role of reward systems in the relationship between market orientation and new product performance in China

Wei, Yinghong (Susan) and Kwaku Atuahene-Gima

International Journal of Research in Marketing, 2009, vol. 26, issue 2, 89-96

Abstract: Extant studies concerning the relationship between market orientation and new product performance have produced inconclusive results. Drawing on the contingency theory, the authors argue that one reason for these mixed results may be the lack of an appropriate reward system within the new product development process. This study theoretically and empirically examines the moderating role of reward systems in the relationship between market orientation and new product performance. The authors conducted interviews and surveys in China. The moderating effects suggest that Chinese firms should simultaneously use both a high-level, long-term-oriented reward system and a low-level, risk-taking reward system in order to enhance the positive effects of market orientation on new product performance. The results provide a more refined understanding of how the interplay between marketing and human resource management influences the implementation of market orientation and new product innovation.

Keywords: reward; market orientation; new product performance; cross-functional coordination; interface between marketing and HRM; innovation (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811609000184
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:26:y:2009:i:2:p:89-96

DOI: 10.1016/j.ijresmar.2008.11.001

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().