scholarly journals Market orientation, marketing capability, and new product performance: The moderating role of absorptive capacity

2016 ◽  
Vol 69 (11) ◽  
pp. 5059-5064 ◽  
Author(s):  
Saeed Najafi-Tavani ◽  
Hossein Sharifi ◽  
Zhaleh Najafi-Tavani
Keyword(s):  
Market Orientation ◽  
Absorptive Capacity ◽  
New Product ◽  
Product Performance ◽  
Marketing Capability ◽  
New Product Performance ◽  
Moderating Role

scholarly journals Moderating Role of Environmental Settings in Relationship Between Product Innovativeness and Its Performance During the Launch

2017 ◽  
Vol 31 (1) ◽  
pp. 44-54
Author(s):  
Indrė Brazauskaitė ◽  
Viltė Auruškevičienė
Keyword(s):  
New Product ◽  
Product Performance ◽  
Product Innovativeness ◽  
Sales Channel ◽  
Channel Characteristics ◽  
New Product Performance ◽  
The Relationship ◽  
Moderating Role ◽  
Commercial Environment

AbstractThe current research depicts the relationship between new product innovativeness and its performance, which was addressed in previous studies; yet the results remain contradictive with little focus on environmental settings. The paper aims to reveal the role of commercial environment towards new product performance, which allows forecasting the performance on the basis of expected settings and exploring the link between new product innovativeness and its performance in a more detailed way. In the study, moderating environmental settings are defined as a set of marketplace characteristics on market level, company commercial characteristics, and a set of sales channel characteristics on retailer’s category level. Research contributes to the following areas: reveals the role of environment towards performance and allows forecasting new product performance on the basis of expected settings.

MARKET ORIENTATION AND NEW PRODUCT SUCCESS RELATIONSHIP: THE ROLE OF INNOVATION CAPABILITY, ABSORPTIVE CAPACITY, GREEN BRAND POSITIONING

2020 ◽  
pp. 2150033
Author(s):  
COURAGE SIMON KOFI DOGBE ◽  
BYLON ABEEKU BAMFO ◽  
WISDOM WISE KWABLA POMEGBE
Keyword(s):  
Market Orientation ◽  
Absorptive Capacity ◽  
New Product ◽  
Brand Positioning ◽  
Innovation Capability ◽  
New Product Success ◽  
Product Success ◽  
The Relationship ◽  
Moderating Role

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.

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