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Recipes for new product success: the interplay between orientations and environmental turbulence

Joanne Ho (School of Business, Singapore University of Social Sciences, Singapore)
Carolin Plewa (Adelaide Business School, University of Adelaide, Adelaide, Australia)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 3 July 2020

Issue publication date: 14 December 2020

338

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

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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