Purpose – The purpose of this paper is to examine the role of market orientation and innovation orientation in new product performance as well as the potential moderating role of innovation orientation and environmental variables in the market orientation‐new product performance link among...

Purpose – Although consumers are viewed as one of the important target groups of new product preannouncements (NPPs), little existing literature focuses on the NPP's consequences from consumer perspective. To fill up this research gap, this paper explores how a NPP signal influences consumer...

Purpose – The purpose of this paper is to explore fuzzy front end (FFE) of new product development (NPD) in Japanese manufacturing companies and report on the key factors for success with regard to the front end activities of NPD. Design/methodology/approach – On the basis of the literature...