THE EFFECT OF TECHNOLOGICAL TURBULENCE ON NEW PRODUCTS SUCCESS

What is it about?

The paper aimed to analyze the influence of consumer (CO), learning (LO) and innovation orientations (IO) on new products development ability (NPDA), as well as its impact on the success of new products (SNP). In addition, its objective was also to analyze the technological turbulence in the relationship between NPDA and SNP.

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Why is it important?

Through a survey done with industrial companies from Brazil, it was found a positive effect of three strategic orientations (consumer, learning and innovation) on new products development ability, as well as innovation orientation was the most influent antecedent on NPDA. Furthermore, the research pointed out technological turbulence moderates the relationship between ability and success of new products.