Market Orientation and the New Product Performance: Investigating the Moderating Role of Managerial Social Ties and the Customer’ s Implicit Need

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SHAHTAHMASBI ESMAEIL; Mazarei Sajad; Lalezar Fatemeh

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Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2020 | Volume:9 | Issue:4 (35) Page(s): 97-114

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Title

Market Orientation and the New Product Performance: Investigating the Moderating Role of Managerial Social Ties and the Customer’ s Implicit Need

Author(s)

SHAHTAHMASBI ESMAEIL | Mazarei Sajad | Lalezar Fatemeh | Issue Writer Certificate

Keywords

Market OrientationQ2

New ProductQ1

Managers’Political TiesQ1

the Customer’s Implicit NeedQ1

Exploratory MarketingQ1

Abstract

In any business, developing New Products is necessary to meet customers’ needs. The production and application of marketing knowledge has shaped the marketing capabilities that lead to the development of New Products. On the one hand, the challenge of accessing market knowledge in emerging economies, and on the other hand, the customer’ s implicit needs create problems for companies in this way. The aim of the present study is to investigate and analyze the impact of Market Orientation on the performance of the New Product with respect to the moderating role of the social relationships of managers and costumes’ need. This applied research was conducted with a survey method and the data collection tool was a questionnaire. The statistical population of this study was the companies presented in the 23 rd Elecamp International Fair. By using the census method, 207 companies were examined. Statistical analysis was performed using structural equations and SmartPLS software. The results showed that Market Orientation had a significant effect on exploratory and exploitative marketing, and business relationships of managers positively moderated this relationship. However, political ties in the relationship between Market Orientation and exploitative marketing had no non-linear (inverted U) role, and its effect was only linear and had no moderating (inverted U) role in the relationship between Market Orientation and Exploratory Marketing. Finally, the customer’ s implicit need had only moderated the relationship between exploitative marketing and the New Product’ s customer-based and financial-based performance.

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APA: Copy

SHAHTAHMASBI, ESMAEIL, Mazarei, Sajad, & Lalezar, Fatemeh. (2020). Market Orientation and the New Product Performance: Investigating the Moderating Role of Managerial Social Ties and the Customer’ s Implicit Need. NEW MARKETING RESEARCH JOURNAL, 9(4 (35) ), 97-114. SID. https://sid.ir/paper/393105/en

Vancouver: Copy

SHAHTAHMASBI ESMAEIL, Mazarei Sajad, Lalezar Fatemeh. Market Orientation and the New Product Performance: Investigating the Moderating Role of Managerial Social Ties and the Customer’ s Implicit Need. NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;9(4 (35) ):97-114. Available from: https://sid.ir/paper/393105/en

IEEE: Copy

ESMAEIL SHAHTAHMASBI, Sajad Mazarei, and Fatemeh Lalezar, “Market Orientation and the New Product Performance: Investigating the Moderating Role of Managerial Social Ties and the Customer’ s Implicit Need,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 4 (35) , pp. 97–114, 2020, [Online]. Available: https://sid.ir/paper/393105/en

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