The Mediating Effects of Customer and Competitor Orientations on New Product Success

Stanley Kam Sing Wong, Canon Tong


Market orientation, innovation, and new product success are receiving increasing attention from practitioners and
scholars. Although producing new products is critical to the profitability of a firm and its long-term survival, it is
a costly and risky business because of low success rates. The research on which this paper is based investigated
key determinants of new product success from the perspective of team members responsible for developing new
products. Findings from 217 respondents support the hypotheses that new product success is driven by
cooperation between research and development and marketing. It was also found that customer and competitor
orientations have a mediating effect on the association between research and development and marketing
cooperation and new product success. The study contributes to the body of knowledge relating to new product
success, marketing, and management. The findings provide information for managers involved in the
development and marketing of new products, to help ensure their success. This will benefit both their
organizations and the community at large.

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