“…Under higher perceptions of product innovativeness, the need to understand and anticipate customer demands increases for market-oriented innovative projects to generate new product ideas that appropriately respond to customer preferences (Batt, 2002;Joshi & Sharma, 2004;Matting, Sanden, & Edvardsson, 2004;Kibbeling, van der Bij, & van Weele, 2013). From a dynamic capabilities perspective, intense product innovativeness motivates a firm to adopt market-oriented strategies by enabling them to discover customers' unfilled needs and monitor markets to develop new product ideas (Cannon & Homburg, 2001;Verhees & Meulenberg, 2004;Maniak et al, 2014). In other words, increased product innovativeness enhances the development of a new product that fully and accurately reflects customer tastes, thereby increasing the new product's attractiveness and performance of its intended functions.…”