A Study On The Influence Of Market Orientation And Customer Asset Orientation On New Products Performance

New product development is an important means for sustainable competitive advantage acquirement and competition avoiding when the enterprise is in face of complex and changing market and technology environment. Many enterprises such as3M, Microsoft, P&G etc develop market share and get enterprise core competitive advantages by continuously developing their new products. In this context, New Product Performance becoming a hot research topic in marketing area. With the growing importance of new product development for enterprise’s survival, However, new products development of many enterprises turns out failure. Throughout many success or failure cases, the key factor for new product development success or failure lies in the strategy choice and corresponding organization ability. Market Orientation and Customer Asset Orientation can help enterprise successfully coped with changing market conditions, and are getting bound attention both in practical and theoretical area. However, in the new product development process, the mechanism of how the combination of the two types of strategies influence the new products performance is still not clear. There is also lack of empirical data to fully testify it, so there comes further study.In order to make up for the deficiencies of theoretical research and meet enterprise practice needs, based on the reviewing related literatures, this study constructs a theoretical model introducing the mechanism of how Market Orientation, Customer Asset Orientation influence New Product Performance. An empirical study with a sample of116enterprises from Hunan Province is conducted. The results show that Market Orientation and Customer Asset Orientation have indirect effect on new product performance through the Customer Knowledge Management.Meanwhile both have direct effects on new product performance. Market Orientation’s indirect influence on the New Products Performance is greater than the direct effects; Customer Asset Orientation positively influences New Products Performance with direct effects.Market Orientation’s influence on New Products Performance is greater than Customer Asset Orientation’s. Customer Knowledge Management have positive impact on New Product Performance, Environmental Uncertainty have no significant moderate effect between Market Orientation and New Product Performance. Market Orientation positively moderates the relationship between Customer Knowledge Management and New Products Performance.According to the research conclusions, this research proposes corresponding management advice:Enterprise should put attention to the combination of Market Orientation and Customer Asset Orientation, allocation strategic resources properly according to its different effects in the new product development process; Strengthen interaction with customers at the same time, pay attention to customer knowledge protection, and establish good customer knowledge information communication platform; Put attention to the external environment change, use flexible resources and ability to adjust market strategy to form a stable market competitive advantage Enhance ability of organization. These recommendations will get great value for enterprises to improve New Products Performance.