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

Subject Areas : Agricultural Economics Research

H. Abbasi Esfanjani ¹ (Assistant Professor of Management, Economics and Accounting, Payam Noor University, Tehran, Iran.)
H. Danai ² (Assistant Professor of Management, Economics and Accounting, Payam Noor University.)
O. Asadi Ghorbani ³ (Master of Business Administration, Payam Noor University of Tehran)

Received: 2018-09-16 Accepted : 2020-06-29 Published : 2020-10-22

Keywords: Market Orientation, New Product Performance, Innovation Speed, Intelligence Generation, Intelligence Dissemination,

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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