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All Journal JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Performance UPY Business and Management Journal Journal of Managerial Sciences and Studies
Lia Febria Lina
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Managerial Sciences and Studies

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The Impact Of Market Orientation In Corporate Strategy On The Development Of New Products Zainul Wasik; Purnamasari, Wulan; Lia Febria Lina
Journal of Managerial Sciences and Studies Vol. 2 No. 1 (2024): April: Journal of Managerial Sciences and Studies
Publisher : PT. Mawadaku Sukses Solusindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61160/jomss.v2i1.34

Abstract

In this research, we suggest that corporate strategy affects market orientation, which in turn affects new product activity both directly and indirectly. Thus, we create a framework that connects companies' focus strategies, customer and competitor orientation, and relative emphasis on cost leadership, product differentiation, and focus strategies to new product creation and activity for introduction. Using this approach, we create a simultaneous equations model that is evaluated using survey data from 175 Indonesia companies in the manufacturing sector, spanning various industries and sizes. The unexpected conclusions are that competitor orientation has a negative direct impact on new product activity and a favorable indirect effect through customer orientation, and that a stronger emphasis on a focus strategy leads to a decreased emphasis on consumer orientation. We talk about how these discoveries affect theory and practice.
Co-Authors Dhiona Ayu Nani Dian Novita Dian Novita Muchammad Saifuddin Shofi Justitia WULAN PURNAMASARI, WULAN Zainul Wasik