On The Relationship Among Market Orientation, Creativity And New Product Development Performance

With the in-depth development of the global economy integration and theincreasing competitive pressures in international market, the new product developmenthas become extremely important for companies. However, most of the Chineseenterprises are in a manufacturing position which is the lower value end in the globallabor division system and show weakness on the new product development compare todeveloped country. It is important for Chinese enterprisers and scholars to develop newproducts effectively with the internal and external resources in order to transform fromthat with products “Made in China” to “Innovated in China”.Based on analyzing some relative literatures and the practical problems, this paperputs forward a research framework among market orientation, creativity and newproduct development performance and9hypotheses through introducing the creativity(New product creativity and Marketing Programs creativity) as the mediating role.It is necessary for enterprises to pay attention to the market, customer demand aswell as the situation of competitors and strengthen the collaboration in differentdepartments because new product is complex with many variable factors. In this paper,market orientation is divided into three parts: customer orientation, competitororientation and inter-functional coordination. Creativity is divided into two parts: newproduct creativity and marketing programs creativity.This study chooses mailing, telephone interview and interview to get the researchdata with the sample of high-tech companies. This paper uses SPSS and Lisrel8.70toanalyze the323samples concluding the following finding:①Customer orientation has no positive impact on the novelty dimensions of NP(New Product) and MP (Marketing Programs) creativity. However, customer orientationhas positively effects the meaningfulness dimensions of NP and MP creativity.②Competitor orientation has a distinct positive effect on the novelty dimensions ofNP and MP creativity. However, competitor orientation has no distinct effect on themeaningfulness dimensions of NP and MP creativity.③CFI (Cross-Functional Integration) orientation positively affects themeaningfulness dimensions of NP and MP creativity. However, CFI (Cross-Functional Integration) orientation has no significant effect on the novelty dimensions of NP andMP creativity.④The meaningfulness dimensions of NP and MP creativity have positive effectson the market performance, financial performance as well as qualitative performance.However, the novelty dimensions of NP and MP creativity have no apparent effect onnew product development performance.⑤NP success tends to be driven more by the meaningfulness dimensions of NPand MP creativity than by their novelty dimensions.⑥The indirect effect through NP and MP creativity is more dominant than thedirect effect from market orientation to NP success.The results were discussed, which provided a theory perspective and reference forNew Product Development. In the final chapter of the paper, limitations of the study areaddressed and future research suggestions are provided.