The impact of strategic fit between resource orientation and market orientation towards new product development performance: A proposed framework

• Main Authors: Mohd Zamani, Siti Norhasmaedayu, Ashari, Hasbullah, Abdul Talib, Asmat Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2010
• Subjects: T Technology (General)
• Online Access: http://repo.uum.edu.my/4128/1/CT.pdf; http://repo.uum.edu.my/4128/; http://cob.uum.edu.my/ictom

Resource orientation (RO) and market orientation (MO) are two important strategic orientations that have significant impact towards new product development (NPD) performance. Although scholar has examined the RO and MO individually, limited research has evaluated and compared their effect on new pro...