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The relationships between market‐driven learning and new product success in export markets

Tiger Li (College of Business Administration, Florida International University, Miami, Florida, USA)
J.A.F. Nicholls (College of Business Administration, Florida International University, Miami, Florida, USA)
Sydney Roslow (College of Business Administration, Florida International University, Miami, Florida, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 December 1999

2019

Abstract

Although the impact of market‐driven learning on new product success in export markets is assumed in the literature, its role is not yet empirically tested due to an absence of the concept operationalization. Develops a conceptual framework of market‐driven learning and new product success in export markets to address these issues. The authors further test the model using data collected from US software companies. The findings indicate that both customer and competitor learning processes exert positive impacts on new product success in foreign markets. The results regarding market environmental factors offer some evidence suggesting correlations between these factors and behavioral activities of market learning. Concludes with a discussion of managerial implications and directions for future research.

Keywords

Citation

Li, T., Nicholls, J.A.F. and Roslow, S. (1999), "The relationships between market‐driven learning and new product success in export markets", International Marketing Review, Vol. 16 No. 6, pp. 476-503. https://doi.org/10.1108/02651339910300459

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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