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The reasons for the relationship between market orientation,learning orientation and new product success
Abstract
The aim of this study is to identify the reasons for the relationship between the constructs of market orientation, learning orientation and new product success. In this sense, were collected 32 interviews with business executives of representative sectors of the Brazilian economy. The main results indicate that: (1) most of the reasons found in interviews confirms the evidence raised in the literature; (2) some variables may moderate the relationship between market orientation, learning orientation and new product success, including the motivation, bureaucracy and human resources; and, (3) companies that integrate the constructs of market orientation, learning orientation and new product success can enhance its performance, making it easier to obtain a sustainable competitive advantage.
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DOI: https://doi.org/10.18256/2237-7956/raimed.v6n1p30-44
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