The Impact Of Market Orientation In Corporate Strategy On The Development Of New Products
Zainul Wasik,
Wulan Purnamasari,
Lia Febria Lina
Abstract:In this research, we suggest that corporate strategy affects market orientation, which in turn affects new product activity both directly and indirectly. Thus, we create a framework that connects companies' focus strategies, customer and competitor orientation, and relative emphasis on cost leadership, product differentiation, and focus strategies to new product creation and activity for introduction. Using this approach, we create a simultaneous equations model that is evaluated using survey data from 175 Ind… Show more
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