Examining Market Orientation and its Impact on New-Product Success in Pakistan

Abstract

The implementation of the concept Market Orientation creates comparative advantage for the organizations to achieve the success of its products in the market (goods or services). This study effectively contributes to the growing literature on the influence of market orientation practices on organization's new product success. The aim of study is to find out the impact of responsive market orientation, proactive market orientation, innovation orientation, market turbulence, technological turbulence, product quality, product price, supportive culture and after sale services on new product success in Pakistan. It identifies that the market orientation practices are significantly associated with new product success that include after sale services, market turbulence, and supportive culture.