Market Orientation and New Agricultural Porduct Development
this paper aims to help firms for agricultural industry understanding why market orientation affects their NPD and how to incorporate it in the NPD process of the firm. It illustrated what market orientation is and why it is important for the NPD effort of the firm for agriculture industry. In addition, some suggestions were offered to the firm about how to use market orientation within the NPD process. The research results indicated that the market orientation could be described as an organizational culture and divided into three parts, i.e. customer orientation, competitor focus and inter-functional coordination. It can be assessed that market orientation is a fundamental factor to a successful business. It is also important in the NPD process. As cooper has pointed out that lack of market orientation was a common reason for NPD failure. A number of suggestions have been provided to how the firm use market orientation throughout the NPD process, in particularly, to conduct a multifunctional team.
Market orientation Multi-functional team NPD process
Wang Guangxue Xue Hongbing
School of Management Harbin Normal University Harbin, China
国际会议
哈尔滨
英文
510-512
2012-06-16（万方平台首次上网日期，不代表论文的发表时间）