반응적시장지향성과 선제적시장지향성이 중소기업의 신제품 성과에 미치는 영향: 수출시장환경의 조절효과를 중심으로The Effects of RMO and PMO on SMEs’ New Product Performance: The Moderating Role of Foreign Market Environment
- Other Titles
- The Effects of RMO and PMO on SMEs’ New Product Performance: The Moderating Role of Foreign Market Environment
- Authors
- 이영우; 조효은; 정인식
- Issue Date
- 2019
- Publisher
- 한국지식경영학회
- Keywords
- New product performance; Market orientation; Responsive market orientation; Proactive market orientation; Environmental uncertainty; Market similarity
- Citation
- 지식경영연구, v.20, no.1, pp.175 - 194
- Indexed
- KCI
- Journal Title
- 지식경영연구
- Volume
- 20
- Number
- 1
- Start Page
- 175
- End Page
- 194
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/69593
- DOI
- 10.15813/kmr.2019.20.1.008
- ISSN
- 1229-9553
- Abstract
- In order to overcome the limitation of market orientation concept, Narver et al. (2004) have extended the original concept into two dimensions, responsive market orientation (RMO) and proactive market orientation (PMO), respectively. Yet, there has been very limited empirical studies that analyzed the differential effects of each market orientation on firm outcomes, especially in the Korean context. We analyze the impact of RMO and PMO on the new product performance in the perspective of SMEs and examine the moderating effect of external factors such as environmental uncertainty and market similarity. The results of this study show that both RMO and PMO have a significant positive effect on the new product performance of SMEs. Also, environment uncertainty shows a negative moderating effect on the relationship between RMO and new product performance, whereas it has positive moderation with PMO. This suggests that focusing on potential customers’ needs rather than current needs helps improve firm performance as the competitive environment surrounding the firm becomes more uncertain. Lastly, market similarity showed a positive moderating effect on the relationship between RMO and new product performance, but not on PMO.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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