earticle

영어

The purposes of this study are to examine market orientation and new product innovation productivity that affect new product performance, and identify the moderating effects of market uncertainty in the relationships among market orientation and new product innovation productivity to new product performance by conducting an empirical research to foods & beverages manufacturing. For these purposes, we developed a research model based on the literature reviews of new product development, market orientation, and new product innovation productivity. A total of 121 usable survey responses has been used in the analysis.The findings indicate that (1) competitor orientation, novelty, and meaningfulness had a positive influence upon new product performance, and (2) competition uncertainty had a significant moderating effect on relationships between new product meaningfulness and new product performance. The results of this study imply that market orientation and new product innovation productivity are an important factors on new product development team's performance.