The Impact Of Different Types Of Market Orientation On New Product Development Performance:Considering The Effect Of Knowledge Base

Innovation is important for enterprises to get and sustain competitive advantage.Only when companies realize customers' needs,can they create superior customer value.So increasingly companies adopt market orientation.While in practice,companies face a dilemma:implementing responsive market orientation focusing on expressed customers' needs or proactive market orientation focusing on potential future needs.Research on the impact of different market orientation on new product performance does not reach a unanimous conclusion and ignores the mediating mechanism.Based on resource-based view,knowledge-based view and contingency theory,the paper explores mediating effect of knowledge base and moderating effect of market turbulence.With empirical survey of 170 enterprises,the paper draws the conclusions:1)Two types of market orientation positively influence new product development performance and the effect of proactive market orientation is more obvious;2)Proactive market orientation positively influences knowledge breadth and knowledge depth and responsive market orientation positively influences knowledge depth;3)Knowledge breadth and knowledge depth positively influence new product development performance;4)Market turbulence positively moderates the effect of knowledge breadth on new product development performance and negatively moderates the effect of knowledge depth on new product development performance;5)Knowledge breadth and knowledge depth partially mediate the relationship between proactive market orientation and new product development performance,and knowledge depth fully mediates the relationship between proactive market orientation and new product development performance.The paper can provide certain insights for the research on mediating mechanism between the two types of market orientation and new product development performance.And in practice,the paper can guide companies to choose among different types of market orientation,improve knowledge base and new product development performance,and deal with the market turbulence.