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- W2076543669 abstract "The relationship between product advantage and new product performance has been identified in prior research and cannot be overlooked. However, the moderators between the two constructs have received little attention. This study examines how market orientation and launch proficiency exert contingent influences on the product advantage–performance relationship. Prior research indicates that new product performance is a multi-dimensional concept constituted by different types of performance, yet the way product advantage and its moderators influence certain types of product performance has not been investigated. This study examines the same issues under different dimensions of new product performance. A total of 112 Taiwanese biotechnology firms form the analytical sample. Two interesting findings are revealed. First, product advantage is significantly and positively related to market performance, but has no significant influence on financial performance. Second, market orientation and launch proficiency in tactics indeed moderate the relationship between product advantage and new product performance, either as a whole or in respect to different types of product performance. Obviously, these findings contribute detailed evidence to the theoretical nexus between product advantage and new product performance." @default.
- W2076543669 created "2016-06-24" @default.
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- W2076543669 creator A5063850009 @default.
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- W2076543669 date "2008-07-01" @default.
- W2076543669 modified "2023-09-23" @default.
- W2076543669 title "The moderating effects of market orientation and launch proficiency on the product advantage–performance relationship" @default.
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- W2076543669 doi "https://doi.org/10.1016/j.indmarman.2007.03.003" @default.
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