Export New Product Success: The Impact of Market and Technology Orientation
سال انتشار: 1393
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 445
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شناسه ملی سند علمی:
JR_IJMAE-1-5_002
تاریخ نمایه سازی: 15 شهریور 1395
چکیده مقاله:
The extant literature implies that export companies attempt to improveexport new product performance in order to reach superior and sustainablebusiness performance and thus remain competitive. However, the degree towhich companies must focus either on market or technological issues as thefactors involved in new product performance has been a problem they oftenencounter. The current research aims at investigating the impact of thoseorientations on export new product performance. Surveying export chemicalmanufacturing companies, partial least squares indicate that although bothorientations have significant positive impacts on export new product success,the impact of technology orientation is higher. After the conclusions are drawn,the limitations and suggestions for future research are discussed.
کلیدواژه ها:
Market orientation ، Technology orientation ، Export new product success ، Market dynamism ، Competitive intensity
نویسندگان
Sohrab Jafarian
Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
Mehran Rezvani
Faculty of Entrepreneurship, University of Tehran, Tehran, Iran