A continuous development of new products is the lifeblood for firms that hope to remain competitive in competitive circumstances. Ongoing success in such circumstances is dependent on the fit between competitive strategy and new product program orientation. However, most previous studies of new product development have not examined these issues. This study examines the relationships among competitive strategy, new product program orientation, and new product performance. The major findings of this study are summarized as follows; 1. There exists a strong connection between competitive strategy a firm elects and performance it achieves. Prospector strategy has outperformed than other strategies. 2. New product program orientation is categorized into four groups, and marketing orientation and technology orientation have outperformed than other orientations. 3. In exploring the link between strategy and orientation, it appears that the types of orientation is different according to the strategy types. 4. The fit between competitive strategy and new product program orientation is important to new product performance.

A continuous development of new products is the lifeblood for firms that hope to remain competitive in competitive circumstances. Ongoing success in such circumstances is dependent on the fit between competitive strategy and new product program orientation. However, most previous studies of new product development have not examined these issues. This study examines the relationships among competitive strategy, new product program orientation, and new product performance. The major findings of this study are summarized as follows; 1. There exists a strong connection between competitive strategy a firm elects and performance it achieves. Prospector strategy has outperformed than other strategies. 2. New product program orientation is categorized into four groups, and marketing orientation and technology orientation have outperformed than other orientations. 3. In exploring the link between strategy and orientation, it appears that the types of orientation is different according to the strategy types. 4. The fit between competitive strategy and new product program orientation is important to new product performance.

Competitive Strategy, New Product Program Orientation,