 Speed or quality? How the order of market entry influences the relationship between market orientation and new product performanceJavier Rodríguez-Pinto, Pilar Carbonell and Ana I. Rodríguez-Escudero International Journal of Research in Marketing, 2011, vol. 28, issue 2, 145-154 Abstract: The role of market orientation as an antecedent of new product performance has been extensively documented in the literature. What is less clear, however, is how firms should make use of their market orientation under different market conditions. This study addresses this question by investigating how market orientation leads to superior new product performance for products that enter the market at different times. In particular, the study examines the moderating effect of order of market entry on the mediated relationship between market orientation and new product performance via product quality and innovation speed. Data from a sample of 244 new product development projects show that a firm's market orientation can improve the performance of first-to-market products and late entrants by facilitating the development of quality products, whereas it can improve the performance of early entrants by facilitating greater innovation speed. Keywords: Market orientation; New product performance; Product quality; Innovation speed; Order of market entry (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:2:p:145-154 DOI: 10.1016/j.ijresmar.2011.02.001 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 |
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