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Achieving Fit between Learning and Market Orientation: Implications for New Product Performance
Author(s) -
Yannopoulos Peter,
Auh Seigyoung,
Menguc Bulent
Publication year - 2012
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/j.1540-5885.2012.00923.x
Subject(s) - market orientation , exploratory research , business , product (mathematics) , orientation (vector space) , exploratory analysis , marketing , sample (material) , new product development , product market , work (physics) , computer science , economics , microeconomics , mechanical engineering , chemistry , geometry , mathematics , data science , chromatography , sociology , anthropology , engineering , incentive
Drawing on the learning and market orientation literature, this study examines how responsive and proactive market orientations interact with exploitative and exploratory learning to affect new product performance. Despite advancements in understanding the distinctions between the different types of learning and market orientations, little evidence exists regarding which types of market orientation work best with exploitative or exploratory learning to improve new product performance. Using a sample of 216 high‐tech C anadian firms, the authors find that new product performance is elevated only when exploratory learning is bundled with proactive market orientation. New product performance suffered when exploratory learning was complemented with responsive market orientation and when exploitative learning was complemented with proactive market orientation. Implications for marketing theory and practice are discussed.