The Effects of Market Orientation on New Product Performance and Innovation Speed (A Case Study: Malayer Furniture Workshops)

Abstract

Ever increasing change in the lifestyles and with the emergence of the middle class in Iran, the furniture industry has become one of the most demanded and most competitive industries in Iran. In this industry, the knowledge of market orientation, the speed of innovation and the performance of new products, plays a major role in the competitiveness of furniture manufacturing workshops. The purpose of the present research is to investigate the effect/s of market orientation on new product performance and innovation speed. In terms of purpose and research type, it is a descriptive-co relational one. The statistical population of the study was 280 managers and owners of furniture manufacturing workshops in the city of Malayer. Using Morgan table, 162 subjects were selected through a targeted sampling method. Data gathering tools were Litis et.al (2014), Innovation Speeding Questionnaire by Shaun et al. (2016) and Lynn et al. (2000) with a five-point Likert scale. The reliability of the questionnaires was confirmed by Cronbach's alpha method and for data analysis, structural equation modeling and PLS software were used. The findings of this study confirmed that market orientation had a positive and significant effect on the performance of new product and the speed of innovation.

Keywords: market orientation, innovation speed, new product performance