Browse > Article
http://dx.doi.org/10.5762/KAIS.2011.12.9.3869

The Influence of Market Orientation and Creativity on New Product Performance by Technology Innovation Types: Focused on Company of Daejeon  

Jung, Chul-Ho (Department of Technical MIS, Woosong University)
Jin, Go-Whan (Department of Technical MIS, Woosong University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.9, 2011 , pp. 3869-3877 More about this Journal
Abstract
The purpose of this study is to investigate the influence of market orientation and creativity on new product performance and to examine whether these factors on new product performance between types of technology innovation. Based on the literature reviews, this study employs five factors in two group of influencing factors, market orientation characteristics and creativity characteristics as key determinants of new product performance. The data have been collected from 136 enterprises and the respondents were person in charge of new product development of each corporation. The results of hypotheses testing through multiple regression analysis are summarized as follows. Firstly, all factors of market orientation and creativity have positive influence upon new product performance. Secondly, in terms of the relationship between market orientation and creativity and new product performance, the results showed significant differences between continuous innovation and discontinuous innovation samples. Based on the findings, implications and directions for future research are discussed.
Keywords
New Product Performance; Market Orientation; Creativity; Technology Innovation Type;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 S. Im and J. P. Workman, "Market Orientation, Creativity, and New Product Performance in High- Technology Firms", Journal of Marketing, pp. 114-132, April, 2004.
2 S. Jung, Strategic Technology Management, 3rd, Parkyoungsa, 2011.
3 S. Kim, High-Tech Marketing, Parkyoungsa, 2010.
4 T. Amabile, R. Conti, H. Coon, J. Lazenby, and M. Herron, "Assessing the Work Environment for Creativity", Academy of Management Journal, Vol.39, No.5, pp. 1154-1184, 1996.   DOI
5 W. Choi, J. Kim, and S. Kim, "The Influence of Industry Charateristics and Firm's Size on the Relationships between New Product Development Process and New Product Performance", Review of Business & Economics, Vol.17, No.2, pp. 659-682, 2004.
6 Y. Li, Y. Liu, and Y. Zhao, "The Role of Market and Entrepreneurship Orientation and Internal Control in the New Product Development Activities of Chinese Firms", Industrial Marketing Management, Vol.35, No.3, pp. 336-347, 2006.   DOI
7 Y. Park, J. Jeong, and Y. Kim, "An Empirical Study on the Effects of Relationships and Internal Technology Innovation Activities on Performances in SCM", Korea Logistics Review, Vol.16, No.4, pp. 115-134, 2008.
8 Y. S. Hong and S. K. Lee, "The Effects of Market Orientation and Innovative Technology Orientation on New Product Performance", The Journal of Business Education, Vol.23, No.2, pp. 367-386, 2009.
9 J. Tidd, J. Bessant, and K. Pavitt, Managing Innovation, Willey Chichester: UK, 2001.
10 K. Kim and W. Choi, "Study on the relationships between New Product Development Strategy and Performance(Focused on comparison between High-Tech and Nonhigh-Tech Industry)", Journal of Marketing Management Research, Vol.3, No.1 pp. 97-133, 1997.
11 K. Lee, Introduction of Technology Innovation Theory, STEPI, 2000.
12 R. Garcia and R. J. Calantone, "A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review", The Journal of Product Innovation Management, Vol.19, pp. 110-132, 2002.   DOI
13 R. G. Cooper and E. J. Kleinshmidt, "New Product Performance: What Distinguishes the Star Products", Australian Journal of Management, Vol.25, pp. 17-45, 2000.   DOI
14 R. Sethi, D. C. Smith, and C. W. Park, "Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products", Journal of Marketing Research, pp. 73-85, February, 2001.
15 S. Hong and S. M. Chang, "Characteristics and Activation of Technology Innovation Activity of Knowledge-based Service Sector SMEs by Innovation Patterns", The Korean Small Business Review, Vol.31, No.4, pp. 271-292, 2009.
16 R. W. Woodman, J. E. Sawyer, and R. W. Griffin, "Toward a Theory of Organizational Creativity", Academy of Management Review, Vol.18, No.2, pp. 293-321, 1993.
17 S. F. Slater and J. C. Narver, "Customer-Led and Market-Oriented: Let's Not Confuse the Two", Strategic Management Journal, pp. 1001-1006, December, 1998.
18 S. G. Ji, G. O. Jung, and M. S. Kang, "The Influence of Market and Technology Orientation on New Product Performance and Organizational Performance of Venture", The Korean Venture Management Review, Vol.12, No.4, pp. 95-116, 2009.
19 C. A. D. Benedetto, "Identifying the Key Success Factors in New", Product Innovation Management, Vol.16, No.2, pp. 24-39, 1999.
20 D. Chung and H. Jo, "The Contingent Relationships among R&D/Marketing Interface, Innovation Pattern and Innovation Performance", The Korean Venture Management Review, Vol.8, No.3, pp. 123-156, 2005.
21 G. M. Speitzer, "Psychological Empowerment in the Workplace: Dimensions, Measurement, and Validation", Academy of Management Journal, Vol.38, No.5, pp. 1142-1465, 1995.
22 J. Andrews and D. C. Smith, "In Search of the Marketing Imagination : Factors Affecting the Creativity of Marketing Programs for Mature Products", Journal of Marketing Research, pp. 174-187, May, 1996.
23 J. C. Narver and S. F. Slater, "The Effect of a Market Orientation on Business Profitability", Journal of Marketing, pp. 20-35, October, 1990.
24 J. C. Nunnally and I. H. Bernstein, Psychometic Theory, 3rd Ed., McGraw Hill: NY, 1994.
25 J. L. Johnson, R. P. Lee, A. Saini, and B. Grohmann, "Market Focused Strategic Flexibility: Conceptual Advances and an Integrative Model", Journal of the Academy of Marketing Science, Vol.31, No.1, pp. 74-89, 2003.   DOI
26 J. Frishammar and S. A. Horte, "The Role of Market Orientation and Entrepreneurial Orientation for New Product Development Performance in Manufacturing Firms", Technology Analysis and Strategic Management, Vol.19, No.6, pp. 765-788, 2007.   DOI   ScienceOn
27 J. H. Hong, I. H. Choi, and C. H. Park, "Market Orientation, Entrepreneurship Orientation, and New Product Performance in SMEs", Asia Pacific Journal of Small Business, Vol.32, No.1, pp. 107-131, 2010.
28 J. Kim, "The Effect of New Product Innovativeness on the Relationship between New Product Process and New Product Performance", Korean Management Review, Vol.31, No.3, pp. 679-702, 2002.
29 A. Griffin and J. R. Hauser, "Integrating R&D and Marketing: A Review and Analysis of the Literature", Journal of Product Innovation Management, pp. 191-215, May, 1996.
30 A. Craig and S. Hart, "Where to Now in New Product Development Research?", European Journal of Marketing, Vol.26, No.11, pp. 3-49, 1992.
31 B. J. Jaworski and A. K. Kohli, "Market Orientation : Antecedents and Consequences", Journal of Marketing, pp. 53-70, July, 1993.