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Effects of Market Orientation on New Product Performance of Food/Pharmaceutical Firms : Mediators of Product Quality, Employee Satisfaction, and Innovation Speed

식품·제약업체의 시장지향성이 신제품성과에 미치는 영향 : 제품품질, 직원만족 및 혁신속도의 매개역할

  • Received : 2011.10.18
  • Accepted : 2011.11.10
  • Published : 2011.12.28

Abstract

The primary purpose of this study is to examine the relationship between market orientation and new product performance in a manufacturing firms, and examines how product quality, employee satisfaction, and innovation speed play a mediating role between market orientation and new product performance. Based on relevant literature reviews, this study posits three mediators, that is, product quality, employee satisfaction, and innovation speed as key determinants of new product performance. And then we structured a research model and hypotheses about relationship between these variables. A total 159 usable survey responses of Korean food/pharmaceutical firms have been employed in the analysis. The data were analyzed with Amos12.0K. The results be summarized as follows: First, market orientation had a positive influence upon product quality, employee satisfaction, and innovation speed. Second, two mediators of employee satisfaction, innovation speed had a positive influence upon new product performance. Third, employee satisfaction had a positive influence upon product quality and innovation speed. According to the result of this research, a manufacturing firms have to focus on the market orientation and understand the role of product quality, employee satisfaction, and innovation speed mediators on the process between the market orientation and the new product performance.

Keywords

Market Orientation;Product Quality;Employee Satisfaction;Innovation Speed;New Product Performance

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