دانلود مقاله ISI انگلیسی شماره 1494
عنوان فارسی مقاله

آیا جهت گیری بازار با چرخه عمر محصول تحت تاثیر قرار می گیرد؟

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
1494 2007 12 صفحه PDF سفارش دهید 7100 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Is market orientation affected by the product life cycle?
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of World Business, Volume 42, Issue 2, June 2007, Pages 145–156

کلمات کلیدی
- جهت گیری بازار - چرخه عمر محصول - عملکرد کسب و کار
پیش نمایش مقاله
پیش نمایش مقاله آیا جهت گیری بازار با چرخه عمر محصول تحت تاثیر قرار می گیرد؟

چکیده انگلیسی

Considerable scholarly interest has been shown in the relationship between market orientation and business performance. Although a number of environmental moderators have been postulated to influence the market orientation–performance link, extant findings are inconclusive. This study takes a different approach by conceptualizing product life cycle stages in terms of variations in competitive intensity, market and technological turbulence. Data collected in Hong Kong reveal that Atuahene-Gima's [Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingent approach. Journal of Product Innovation Management, 12: 275–293] product life cycle measure successfully discriminates stages in terms of market and technological turbulence, but fails to capture variation in competitive intensity. Market orientation is also found to be more highly valued by firms in growing and mature markets than firms in introductory and declining markets. Finally, the link between market orientation and firm performance is found to be strongest for firms in the growth stage and weakest for firms in the introductory stage of the product life cycle.

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