Market-oriented product development as an organizational learning capability: findings from two cases

Robert A.W. Kok, Bas Hillebrand and Wim G. Biemans
Additional contact information
Wim G. Biemans: Groningen University

No 02B13, Research Report from University of Groningen, Research Institute SOM (Systems, Organisations and Management)

Abstract: Conceptualizing market orientation at the level of the product development process is relevant, because market orientation is a highly critical factor for new product success and this conceptualization can be used as a starting-point to transform the whole organization into a more market oriented one. Market-oriented product development appears to be more than carrying out a number of marketing activities in a product development process. Using concepts from resourcebased theory and organizational learning theory, we draw up a conceptual framework of marketoriented product development as an organizational learning capability substantiated by findings from two case studies. This capability encapsulates the values and norms, knowledge and skills, technical and managerial knowledge systems, which enable learning about markets through information processing behavior in product development and improve this market learning behavior. This conceptualization stimulates research on operationalizing market orientation in the managerial context of a critical business process and research on enhancing the degree of market orientation.

Date: 2002
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://irs.ub.rug.nl/ppn/238280713 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 403 Forbidden (http://irs.ub.rug.nl/ppn/238280713 [302 Found]--> https://irs.ub.rug.nl/ppn/238280713 [302 Found]--> https://www.rug.nl/research/portal/publications/pub(a10dda11-fe29-4f75-b24d-ac2393ba1770).html [301 Moved Permanently]--> https://research.rug.nl/en/publications/pub(a10dda11-fe29-4f75-b24d-ac2393ba1770).html [301 Moved Permanently]--> https://research.rug.nl/en/publications/market-oriented-product-development-as-an-organizational-learning-2)

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:gro:rugsom:02b13

Access Statistics for this paper

More papers in Research Report from University of Groningen, Research Institute SOM (Systems, Organisations and Management) Contact information at EDIRC.
Bibliographic data for series maintained by Hanneke Tamling ().