The Relationship between Market Orientation and New Product Performance: The Forgotten Role of Development Team Diversity

Abstract

Several meta-analyses highlight the benefits of market orientation for organizational performance. However, results diverge regarding its impact on new product performance. This fact calls for investigation of new moderators for this causal relationship. We hypothesize a moderation effect of competency diversity in new product development teams. We indeed observe this moderation and its specific effects on each dimension of market orientation (customer orientation, competitors and technology).