The Impact of Responsive and Proactive Market Orientation on New Product Performance –The Moderating Effect of Innovativeness

• Main Authors: Yun Chiao, Chan, 詹昀蕎
• Other Authors: 謝明宏
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/90882855801062444724

碩士 === 實踐大學 === 企業管理研究所 === 95 === The enterprise pursues continue the growth for profit. The new product management strategy has multiplex development, and focus on customer’s expressed needs. In the past, the vast majority of the studies have notices customer’s expressed needs. The recent research implies the market orientation just not only respond customers’ expressed needs, but also to value satisfy customers’ expressed latent needs. In addition, while the enterprise develops new product, the innovativeness is possible to drive the market is more market orientation. It could be proactive the market customers’ expressed latent needs. Therefore, this study examines the effects of responsive and proactive market orientation for new product performance. Further more study the moderating role of innovativeness to the response and proactive market orientation for new product performance. The sample frame included 153 companies from Industrial Development Bureau Ministry of Economic Affairs have publisher the 2006-2007 membership database of Digital Content Industry in Taiwan, and valid sample size is 112. We conducted hierarchical regression analysis to examine the theoretical framework and hypotheses proposed in the study. The result shows that responsive market orientation is related positively to market-level measures, financial measures, customer acceptance measures, technology level measures, and timing measures of new produce performance, and proactive market orientation is related positively to customer acceptance measures and technology level measures of new produce performance. While innovativeness moderating more strongly, proactive market orientation is related more positively to technology level measures of new produce performance.