Inter-functional Market Orientation Between Marketing Departments and Technical Departments in the Management of the New Product Development Process

George Gresham · John C. Hafer · Edward P. Markowski

41 citations0/0 files storedJournal of Behavioral and Applied Management

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Innovation and Knowledge Management Marketing and Advertising Strategies Competitive and Knowledge Intelligence

Abstract

The marketing concept states that firms who first determine and then satisfy customer needs should realize superior performance. Market orientation (MO) operationalizes the marketing concept and is the organization-wide generation of market intelligence, dissemination of the intelligence across departments, and organization-wide responsiveness to it (Kohli and Jaworski, 1990). Market oriented firms should enjoy successful new product programs (Slater and Narver, 1994). However, empirical findings are mixed. This research conceptualizes MO at the departmental level, specifically within cross-functional new product teams. Findings here suggest inter-functional market orientation (IFMO), between marketing and technology groups, is directly related to new product program success.

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1979Review of Psychometric theory (2nd ed.).1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1993Market Orientation: Antecedents and Consequences 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1984Measuring organizational performance in the absence of objective measures: The case of the privately‐held firm and conglomerate business unit 1992Interpretive Barriers to Successful Product Innovation in Large Firms

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