The relationships between market‐driven learning and new product success in export markets
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
:MCB UP Ltd
Copyright © 1999, MCB UP Limited