Recipes for new product success: the interplay between orientations and environmental turbulence
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 3 July 2020
Issue publication date: 14 December 2020
Abstract
Purpose
Prior studies suggest that strategic orientations not only impact innovation outcomes individually but also by interacting with each other and with environmental factors. Yet, inconsistent results in the literature remain, likely due to the common use of regression analysis and related limitations in capturing the complex reality of interdependent effects. This paper aims to overcome this challenge.
Design/methodology/approach
Drawing on configuration theory, this research uses fuzzy set qualitative comparative analysis to investigate configurations of customer, competitor and technology orientations, interfunctional coordination (IC) and environmental turbulence leading to new product success (NP) among high-tech manufacturing business-to-business firms.
Findings
Findings show seven configurations of strategic orientations as determining NP, including four configurations specific to firms operating in turbulent environments.
Originality/value
This study offers important theoretical, empirical and managerial contributions. In particular, it is the first to reveal configurations of strategic orientations that determine NP. It also advances knowledge by delineating those configurations that are most suited to firms operating in turbulent environments. Finally, findings demonstrate the interchangeable nature of facets traditionally joined as a single market orientation construct – customer and competitor orientation as well as IC.
Keywords
Acknowledgements
The authors would like thank the guest editors and two anonymous reviewers for their helpful comments and suggestions.
Citation
Ho, J. and Plewa, C. (2020), "Recipes for new product success: the interplay between orientations and environmental turbulence", Journal of Business & Industrial Marketing, Vol. 35 No. 8, pp. 1345-1357. https://doi.org/10.1108/JBIM-08-2019-0387
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited