Abstract
This paper aims to describe the effects of market orientation and innovation orientation on the cooperation between R&D and marketing and new product performance. Another purpose of this study is to address the impact of environmental context on the cooperation between R&D and marketing. Specifically two aspects are measured: market changes and technological changes. 232 questioners are collected from a convenience sample of marketing, sales or R&D department members from a variety of industries via online survey. The findings suggest that the effect of market orientation on the cooperation level between R&D and marketing. Interestingly responsive market orientation has been found to be the key for R&D and marketing cooperation for contexts where technology and market changes are perceived to be more turbulent. The results also reveal the importance of innovation orientation on new product success. The findings suggest that managers of turbulent market environment need to focus on tactical approaches while developing scenarios for long term new product strategies. Moreover it develops further insights for corporations to reveal the significance of the role of innovation orientations on new product performance.
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Günbegi, Z.G., Karaosmanoğlu, E., Sezgin, S. (2017). Effects of Market Orientation on Cooperation Between R&D and Marketing. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_168
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DOI: https://doi.org/10.1007/978-3-319-50008-9_168
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-50006-5
Online ISBN: 978-3-319-50008-9
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