The bidirectional complementarity between market orientation and launch proficiency affecting new product performance

Fakhreddin, Farbod, Foroudi, Pantea ORCID logoORCID: and Rasouli Ghahroudi, Mehdi (2021) The bidirectional complementarity between market orientation and launch proficiency affecting new product performance. Journal of Product and Brand Management, 30 (6) . pp. 916-936. ISSN 1061-0421 [Article] (doi:10.1108/JPBM-03-2020-2824)

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Purpose- Based on the resource-based view and dynamic capabilities theory, this study examines the complementarity between market orientation and launch proficiency as a driver of new product performance.

Design/methodology/approach- In this research, an on-site survey of Iranian, R&D-intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model.

Findings- The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities and therefore resulting in superior new product performance.

Originality/value- The current characterization of the resource-based theory signifies that strategic resources merely have potential value, and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

Item Type: Article
Keywords (uncontrolled): Market orientation, Launch proficiency, New product development, New product performance, Dynamic capabilities theory, Resource-based theory, New product management, Innovation management, Quantitative methods, SEM
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 31739
Notes on copyright: © 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
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Depositing User: Pantea Foroudi
Date Deposited: 04 Jan 2021 16:58
Last Modified: 29 Nov 2022 17:46

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