The impact of market orientation on new product performance through product launch quality: A resource-based view

Grounded on the resource-based view, this study aims to examine the mediating role of product launch quality as a deployment mechanism in the association between market orientation and new product performance. Conducting an on-site survey of Iranian manufacturing industries, this study applies covar...

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Detalhes bibliográficos

Principais autores:	Farbod Fakhreddin, Pantea Foroudi
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Taylor & Francis Group 2022-12-01
coleção:	Cogent Business & Management
Assuntos:	New product performance new product development product innovation product launch quality market orientation innovation management
Acesso em linha:	https://www.tandfonline.com/doi/10.1080/23311975.2022.2108220
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