Market Orientation, Creativity, and New Product Performance in High-Technology Firms

Abstract

The ability to generate and market creative ideas in new products (NPs) and related marketing programs (MPs) in response to changing market needs is key to the success of a firm. This research examines the mediating role of NP and MP creativity between market orientation and NP success. The authors investigate (1) whether market orientation facilitates or inhibits creativity, (2) whether creativity influences NP performance, and (3) how to define and measure creativity in the NP development and launch contexts. They use a two-stage sampling frame to collect 312 sets of responses from managers and NP team leaders and thereby address the potential for common method bias in measures of creativity and NP performance. The findings indicate that NP and MP creativity mediates the relationship between market orientation and NP success. The authors also show that the meaningfulness dimension, rather than the novelty dimension, of creativity is of greater importance in explaining the link between market orientation and NP success. The empirical results provide significant theoretical and managerial implications for NP strategy.

Creative Marketing Strategy and Effective Execution on Performance in Pakistan

“…These findings are further confirmed by another early study, Menon, Bharadwaj, Adidam, and Edison (1999). On the other hand, Im and Workman (2004) were unable to find any significant relationship between innovative marketing programs and business performance. Noble and Mokwa (1999) focused on the impact of effective strategy execution on performance.…”

How libraries can enhance customer service by implementing a customer value mindset

“…A customer value-based services perspective will help libraries strengthen overall user experiences to keep a larger "share of customer" from formidable information rivals such as search engines, online databases, news sources, video sharing sites, internet service providers, and content creators. Creative climate and market orientation are key factors leading to better performance in organizations (Im & Workman, 2004;Jaworski & Kohli, 1993;Narver & Slater, 1990). An important aspect of marketingoriented practices in libraries today is the development of internal marketing to communicate mission and organizational values to employees (internal customers); this buy-in process is a vital part of the new customer-focused paradigm.…”

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

“…Thereby, the focus lay primarily on the influence of creativity on employee development (Andrews and Smith 1996), better working atmosphere (Amabile, Tighe, Hill and Hennessey 1994), better sales (Moorman and Miner 1997;Song and Montoya-Weiss 2001) and enhanced product or corporate performance (Deshpandé, Farley, and Webster 1993). In terms of marketing research, creativity is addressed from two perspectives: The first school of thought focuses on the impact of creativity on product development (Sethi, Smith, and Park 2001) and new product performance (Im and Workman 2004;Moorman and Miner 1997). These studies relied heavily on the results from the various psychological studies mentioned above.…”

“…Thus, we hypothesize the following: H2: Campaigns that use a more meaningful approach for the creative implementation of an idea are more successful at winning creativity awards than campaigns that do not rely on such an approach. The third and final criterion for defining advertising creativity is connectedness (Amabile, Conti, Coon, Lazenby, and Herron 1996;Ang, Lee, and Leong 2007;Im and Workman 2004). In terms of advertising creativity, connectedness can be understood as the ability of an advertisement to build an enduring link or a lasting connection between the viewer and the promoted product or brand (Dahlén, Rosengren, and Törn 2008).…”

“…To ensure such a connection, the message conveyed has to evoke a rational or emotional resonance in the viewer. Previous research showed that such a resonance can be evoked by presenting the viewer with a lasting and relevant product or brand benefit that connects the viewer with the advertisement (Im and Workman 2004) and leads to an enduring memory of the ad or the advertised product. Following the need for easy-to-understand items and a short questionnaire, we operationalize our construct "connectedness" -in accordance with the findings of Bergkvist and Rossiter (2007) -with a single item that measures the connecting benefit.…”