Investigating the drivers of innovation and new product sucess: A comparison of strategic orientations

Abstract

The notion of producing innovations and achieving new product success has received a great deal of attention. Though many have investigated these effects in marketing and various fields within management, there has been little cross-fertilization between fields of study to explain the basis for this superior performance. Though research has examined the resource-based view (RBV) and market orientation individually, none has evaluated and compared their effect on firm innovation and new product success in one study. Furthermore, although empirical work has been conducted between market orientation and organizational learning, comparatively less research has been conducted to evaluate the rela..