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Strategic orientation of the firm and new product performance

Author: Gatignon, Hubert ; Xuereb, J.-MINSEAD Area: Marketing Series: Working Paper ; 95/42/MKT Publisher: Fontainebleau : INSEAD, 1995.Language: EnglishDescription: 42 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: This research seeks to understand which of three different strategic orientations of the firm (customer, competitive, and technological orientations) is more appropriate, when, and why, in the context of developing product innovations. We propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. This impact is hypothesized to occur as a chain of events. Strategic orientation is viewed first as an antecedent of the characteristics of the innovation marketed by the firm. The subsequent market performance of the innovation is hypothesized to be a function of both the innovation's characteristics and the firm's strategic orientation. The ability of the firm to take advantage of its orientation to market the innovation successfully is also hypothesized to be moderated by the firm's environment Next title: Strategic orientation of the firm and new product performance (RV of 95/42/MKT) - Gatignon, Hubert;Xuereb, J.-M - 1995 - INSEAD Working Paper
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This research seeks to understand which of three different strategic orientations of the firm (customer, competitive, and technological orientations) is more appropriate, when, and why, in the context of developing product innovations. We propose a structural model of the impact of the strategic orientation of the firm on the performance of a new product. This impact is hypothesized to occur as a chain of events. Strategic orientation is viewed first as an antecedent of the characteristics of the innovation marketed by the firm. The subsequent market performance of the innovation is hypothesized to be a function of both the innovation's characteristics and the firm's strategic orientation. The ability of the firm to take advantage of its orientation to market the innovation successfully is also hypothesized to be moderated by the firm's environment

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