EVALUATING THE RELATIONSHIP OF FIRM STRATEGIC ORIENTATIONS AND NEW PRODUCT DEVELOPMENT PROGRAM PERFORMANCE

This research investigates relationships among organizational strategic orientations, namely, entrepreneurial, technological, and proactive market orientations and their effects on new product development (NPD) program performance. Employing a sample of 183 U.S. technology-based companies, the study evaluates three possible models and shows positive effects of technological and proactive market orientations on entrepreneurial orientation. Results also show a positive effect of entrepreneurial orientation on NPD program performance. This study explains the importance of various strategic orientations and underscores the importance of converting firm strategic orientations into NPD program performance.