 The impact of product features on market orientation in technology-based new venturesZhao Zhou and Robert M. Verburg Journal of Business Research, 2023, vol. 168, issue C Abstract: Little is known about the role of product features in shaping market orientation as most research focuses on organizational features, such as interdepartmental connectedness, centralization in the strategy formation process, and the nature of top management teams. In this study we draw on the theory of resource orchestration and hypothesize that the protect-ability and the scalability of new products relate positively to market orientation in technology-based new ventures. We also predict that the entrepreneurial experience of founders interacts positively with these product features in driving market orientation strategies. On the basis of original field data from 156 technology-based startups, we find support for the positive relationship between product features and market orientation and the proposed interaction. These findings contribute to the ongoing research on the antecedents of market orientation by showing how founders’ experience and product features shape the resource orchestration process within technology-based new ventures. Keywords: Technology entrepreneurship; Product scalability; Product protect-ability; Market orientation; Resource orchestration theory (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:jbrese:v:168:y:2023:i:c:s0148296323005891 DOI: 10.1016/j.jbusres.2023.114230 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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