Effects of Strategic Orientation on Product Development for New Exporting Markets

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, University of Urmia, Urmia, Iran

2 Msc, Business Administration, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

Abstract

According to resource based view, understanding the relationship between three dimensions of strategic orientation (market orientation, learning and entrepreneurship orientation) and product development for new markets can be helpful to achieve greater success in penetrating to new markets especially in export markets. The relationship between strategic orientation and new product development investigated by researchers but we can not find so studies focused on effect of strategy on product adjustments for overseas .This research has been studied among companies which are listed in the Tehran Stock Exchange .The results of the Spearman correlation, multiple regressions and path analysis using the software SPSS, indicate that in all three dimensions of strategic orientation (market orientation, learning and entrepreneurship orientation) on new product development, there is the indirect significant effect and only in market orientation there is direct significant effect on NPD. Also a significant effect of process mechanisms variables as the intermediate variable is confirmed.

Keywords

References

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Journal of International Business Administration
Volume 1, Issue 1 - Serial Number 1
September 2018
Pages 95-113

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History

  • Receive Date: 14 May 2018
  • Revise Date: 18 May 2019
  • Accept Date: 20 July 2018

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