期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2011
卷号：6
期号：8
页码：34
DOI：10.5539/ijbm.v6n8p34
出版社：Canadian Center of Science and Education
摘要：Market orientation, innovation, and new product success are receiving increasing attention from practitioners and scholars. Although producing new products is critical to the profitability of a firm and its long-term survival, it is a costly and risky business because of low success rates. The research on which this paper is based investigated key determinants of new product success from the perspective of team members responsible for developing new products. Findings from 217 respondents support the hypotheses that new product success is driven by cooperation between research and development and marketing. It was also found that customer and competitor orientations have a mediating effect on the association between research and development and marketing cooperation and new product success. The study contributes to the body of knowledge relating to new product success, marketing, and management. The findings provide information for managers involved in the development and marketing of new products, to help ensure their success. This will benefit both their organizations and the community at large.
