Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance. Journal of Product Innovation Management, 22(6), 464-482.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Advanced
Annotation: This study expands on the empirical research published on the topic of market orientation (MO) at that time. This current study tests for main effects and interactions of responsive MO and proactive MO on new product program performance. Results support the concept of two different forms of MO (responsive and proactive) and suggests that both are needed but at alternating levels.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model