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Strategic orientation and new product performance: The roles of technological capability
Author(s) -
Hsu Teresa Tiaojung,
Tsai KuenHung,
Hsieh MingHung,
Wang WeiYuan
Publication year - 2014
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.1274
Subject(s) - linkage (software) , market orientation , construct (python library) , sample (material) , product (mathematics) , orientation (vector space) , business , new product development , marketing , industrial organization , knowledge management , computer science , mathematics , biochemistry , chemistry , gene , programming language , geometry , chromatography
Although prior research has examined the linkage between strategic orientation and new product performance, existing empirical evidence suggests exploration of the effects of a firm's internal factors on this linkage is required. This study aims to fill the marketing literature gap by addressing how technological capability moderates the strategic orientation‐new product performance relationship. This study measures new product performance as a two‐dimensional construct to avoid the oversimplified bias. Research hypotheses are tested using a sample of 121 information system product projects and a hierarchical regression approach is utilized. Results show that (a) technological capability strengthens the market orientation‐performance relationship and (b) technological capability affects the financial performance effects of market and technology orientations via market performance. Copyright © 2014 ASAC. Published by John Wiley & Sons, Ltd.