Market Orientation, Creativity, and New Product Performance in High-Technology Firms
Abstract
The ability to generate and market creative ideas in new products (NPs) and related marketing programs (MPs) in response to changing market needs is key to the success of a firm. This research examines the mediating role of NP and MP creativity between market orientation and NP success. The authors investigate (1) whether market orientation facilitates or inhibits creativity, (2) whether creativity influences NP performance, and (3) how to...
Paper Details
Title
Market Orientation, Creativity, and New Product Performance in High-Technology Firms
Published Date
Apr 1, 2004
Journal
Volume
68
Issue
2
Pages
114 - 132
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