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Cited by 1,084

The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.

Market Orientation, Creativity, and New Product Performance in High-Technology Firms

Im, Subin, Workman, John P.·2004·Journal of Marketing
DOI 10.1509/jmkg.68.2.114.27788
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Abstract

The ability to generate and market creative ideas in new products (NPs) and related marketing programs (MPs) in response to changing market needs is key to the success of a firm. This research examines the mediating role of NP and MP creativity between market orientation and NP success. The authors investigate (1) whether market orientation facilitates or inhibits creativity, (2) whether creativity influences NP performance, and (3) how to define and measure creativity in the NP development and launch contexts. They use a two-stage sampling frame to collect 312 sets of responses from managers and NP team leaders and thereby address the potential for common method bias in measures of creativity and NP performance. The findings indicate that NP and MP creativity mediates the relationship between market orientation and NP success. The authors also show that the meaningfulness dimension, rather than the novelty dimension, of creativity is of greater importance in explaining the link between market orientation and NP success. The empirical results provide significant theoretical and managerial implications for NP strategy.

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Metadata

Authors
Im, S., & Workman, J. P.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2004-04
Volume
68
Issue
2
Pages
114-132
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.68.2.114.27788
OpenAlex
W2108589723
Cited by
1,084
References
13
FWCI
59.94
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.