Summary
Many scholars are of the view that market orientation culture leads to superior new product performance as well as organizational performance. They say that development of new product brings immense changes in the organizational performance as well as it creates innovation in the market. But none of them checked market orientation, new product advantage, proficiency in launching the product with competitive environment. Competitor orientation gives knowledge about the customer's buying pattern, whether they are satisfied are not? And why they shift to other companies. But competitor environment is about the behavior of customers who were loyal with competitors, which companies were in competition? And whether this competition is due to price between these companies or it is based on the quality of the product and services. To determine the impact on organizational performance and new product performance, we conducted this research from 26 organizations, while selecting five respondents from each one, totaling 130 questionnaire. These organizations were performing very well in the last couple of years from the food industry and beverages industry. Result shows that there is positive relation of organizational performance and new product performance with market orientation, proficiency in launch efficiency, new product advantage and competitive environment.
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Extract
Influencing Factors of Product Performance & Organizational Performance
1. Introduction
A business is said to be a market oriented if it gives highest priority to its profit enhancement considering the interest of its valued customers and its stakeholders. Market orientation model of Narver & Slater (1990) describes it as a construct consisting of three behavioral components (customer orientation, competitor orientation, and inter-functional coordination). The heart of the company is its customers, therefore the company must recognize their wants and needs in order to provide continuously superior and flourishing products. The creation of customer's upper value demands not only, just concentrating it on the customers but also the rivals of company. Competitor orientation mainly focuses on the competitors, in other words strengths, weaknesses, opportunities and threats of the competitors. Inter-functional coordination is founded on the information of customers and competitors of the firm and efforts of coordination of the firm. Market orientation foundations the superior performance because of the new development of product. In spite of some discordant conclusions, some studies have shown it that environmental conditions and firm factors, the orientation of market is related positively to the new product performance (e.g., Bake...See the full content of this document
(Copyright 2011)
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