"Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry"

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Author(s)

ABBASI ESFANJANI H. | DANAI H. | Asadi Ghorbani O. | Issue Writer Certificate

Keywords

Market OrientationQ1

New Product PerformanceQ1

Innovation SpeedQ1

Intelligence GenerationQ1

Intelligence DisseminationQ1

Abstract

This study aimed to design a New Product Performance model based on Market Orientation and Innovation Speed in the leather industry has been done. While this study is essentially an applied research and it is descriptive survey. Field data was collected using questionnaires in 2017 by referring to 200 managers and directors of leather manufacturing and sell units in Tabriz Township, that were selected randomly. Data analysis, testing hypotheses, and also fitting the conceptual model of research was performed using structural equation modeling and LISREL software. Findings indicate, Market Orientation in form of Intelligence Generation, Intelligence Dissemination and responsiveness influences new products performance positively and meaningfully, both directly and indirectly through Innovation Speed, and also have positive and meaningful effect on Innovation Speed. The results were obtained by surveying relationship between independent variables show, Intelligence Generation and Intelligence Dissemination have a significant effect on responsiveness to market intelligence. Finally, Intelligence Generation has a positive and meaningful effect on Intelligence Dissemination.

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Cite

APA: Copy

ABBASI ESFANJANI, H., DANAI, H., & Asadi Ghorbani, O.. (2020). "Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry". JOURNAL OF AGRICULTURAL ECONOMICS RESEARCH, 12(3 (47) ), 99-124. SID. https://sid.ir/paper/402497/en

Vancouver: Copy

ABBASI ESFANJANI H., DANAI H., Asadi Ghorbani O.. "Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry". JOURNAL OF AGRICULTURAL ECONOMICS RESEARCH[Internet]. 2020;12(3 (47) ):99-124. Available from: https://sid.ir/paper/402497/en

IEEE: Copy

H. ABBASI ESFANJANI, H. DANAI, and O. Asadi Ghorbani, “"Designing a New Product Performance Model Based on Market Orientation and Innovation Speed in the Leather Industry",” JOURNAL OF AGRICULTURAL ECONOMICS RESEARCH, vol. 12, no. 3 (47) , pp. 99–124, 2020, [Online]. Available: https://sid.ir/paper/402497/en

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