The Influence of Market Orientation on the Speed of New Product Development——the Moderating Effect of Cooperation Types

doi:10.11885/j.issn.1674-5094.2020.04.07.01

Abstract

Abstract: In the era of the network economy with constantly changing demand, effective product updating is faced with great challenges, and rapid new product development is the key for enterprises to maintain their competitive advantages. Market orientation is often regarded as an important driving force of new product development speed. By building a theoretical framework of market orientation, cooperation type and new product development speed, we first clarify the relationship among the three factors and make a regression analysis of 247 sample enterprises. The results show that reactive market orientation has a positive impact on the speed of new product development, and horizontal alliances can strengthen this relationship more than vertical alliances; proactive market orientation has a positive impact on the speed of new product development, and vertical alliances can strengthen this relationship more than horizontal alliances.

Key words: reactive market orientation, proactive market orientation, horizontal alliances, vertical alliances, new product development speed

CLC Number:

WEI Huafei, HOU Min. The Influence of Market Orientation on the Speed of New Product Development——the Moderating Effect of Cooperation Types[J]. 西南石油大学学报(社会科学版), 2020, 22(4): 23-29.

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URL: http://journal15.magtechjournal.com/Jwk_xnsk/EN/10.11885/j.issn.1674-5094.2020.04.07.01

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