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The effect of market orientation on new product development : a literature review

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The effect of market orientation on new product development: a literature review

Li, Yu; Xie, En; Cheng, Lulu - In: Chinese Management Studies 11 (2017) 4, pp. 582-598

Purpose The effect of market orientation (MO) on new product development (NPD) has been widely discussed in recent research. This paper aims to summarize the theoretical and empirical literature in this field from 1990 to 2016. Design/methodology/approach A total of 89 papers were published in...

Persistent link: https://www.econbiz.de/10014697741