The Impact of Market Orientation, Marketing Capability and Innovation Capability on New Product Performance
| Autor: | CHUN CHIN WANG, 王俊清 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Different definitions and view of market orientation, it’s brought about my motives to research what the relationship between market orientation has influence new product performances. Market orientation in this research is composed of proactive and responsive market orientations. Besides probing for the relationship between market orientation and new product performance, this research will also dicuss the relastionships between marketing capability, innovation capability and new product performance. In Chinese business environments, the development of guanxi can be the mechanism to overcome both the competition and the lack of the resources. Even that guanxi is beneficial for companies doing business in Chinese area. Thus, guanxi is moderating effect of the influence of marketing capability, innovation capability on new product performance. We were sent 225 valid questionnaires of the 330, the effective rate was 68.18%, no response and CMV did not find serious problems in this study. Mail the question naires were Research results and conclusions are as follows： 1. Market orientation has a significantly positive influence on marketing capability, innovation capability and new product performance. 2. Marketing capability and innovation capability have a significantly positive influence on new product performance. 3. The relationship between market orientation and new product performance is mediated by marketing capability and innovation capability guanxi positively affects performance, and mediated by relationship quality. 4. Guanxi has a significant positive moderating effect between the influences of innovation capability on new product performance. However, co-opetition has not moderating effects. Finally, these results suggest theoretical implications and the direction of future researches. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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