Export New Product Success: The Impact of Market and Technology Orientation

The extant literature implies that export companies attempt to improveexport new product performance in order to reach superior and sustainablebusiness performance and thus remain competitive. However, the degree towhich companies must focus either on market or technological issues as thefactors involved in new product performance has been a problem they oftenencounter. The current research aims at investigating the impact of thoseorientations on export new product performance. Surveying export chemicalmanufacturing companies, partial least squares indicate that although bothorientations have significant positive impacts on export new product success,the impact of technology orientation is higher. After the conclusions are drawn,the limitations and suggestions for future research are discussed.

Keywords:

Market orientation , Technology orientation , Export new product success , Market dynamism , Competitive intensity