The effect of market orientation on new product performance, the moderating effect of supplier involvement, and the mediating role of proficiency in new product development.

Wangbenmad, Chutima (2011) The effect of market orientation on new product performance, the moderating effect of supplier involvement, and the mediating role of proficiency in new product development. PhD thesis, Universiti Sains Malaysia.

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Abstract

Kejayaan keluaran baharu sangat penting kepada keunggulan organisasi dalam persekitaran yang pantas berubah. Tujuan kajian ini ialah untuk menyiasat kesan tiga dimensi orientasi pasaran, khususnya, penjanaan perisikan pasaran, penyebaran perisikan pasaran, dan daya gerak balas firma kepada perisikan pasaran ke atas prestasi keluaran baharu dalam pasaran. New product success is important for organizational survival in rapidly changing environments. The aims of this study is to investigate the impact of three dimensions of market orientation (MO), namely generation of market intelligence, dissemination and responsiveness on the success of new product in the marketplace.

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User: Mr Erwan Roslan
Date Deposited: 29 Nov 2018 08:29
Last Modified: 29 Nov 2018 08:29
URI: http://eprints.usm.my/id/eprint/43080

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