Entrepreneurial Orientation, Communication Strategies, and New Product Success : A Theoretic Model

Although entrepreneurial orientation and communication both benefit new product development, little attention understands their relationship. According to the resource-based view and contingency theory, this study builds a theoretic model in the context of the hi-tech sector. In the resource-based view, the present study explores the relationship between entrepreneurial orientation, communication strategies, and new hi-tech product success. Entrepreneurial orientation implements operations communication strategies to reach internal new hi-tech product success. Besides, entrepreneurial orientation executes marketing communication strategies to arrive at external new hi-tech product success. In contingency theory, technological uncertainties positively moderate the relationship between operations communication strategies and internal new hi-tech product success. Market uncertainties positively moderate the relationship between marketing communication strategies and external new hi-tech product success. In conclusion, this study shows the roles of communication strategies in the resource-based view and contingency theory to demonstrate their contributions to new hi-tech product success