The Effects of Responsive and Proactive Market Orientation on New Product Success

By: Tugce Ezgi Soyaltin   Alper Ozer   Sezer Korkmaz  

This study seeks to draw the importance of the process of producing new product in firms of universities’ technoparks. Additionally, the purpose of this empirical study is to show that proactive and responsive market orientation have a significant effects on new product success. The paper designed a mail-survey that was sent to marketing managers, sales managers and general managers of small, medium and large scale enterprises in universities’ technoparks, which resulted in 207 usable surveys. Data were analysed using simple and multiple regression analysis. The results show that proactive and responsive market orientation have a positive effect on innovation orientation; the most important finding is that the responsive market orientation is higher than proactive market orientation. Secondly, innovation orientation is another result that has a strong influence on new product success. Finally, when the mediation effect of innovation orientation has been examined on the relationship between proactive and responsive market orientation and new product success, the consequence is that proactive and responsive market orientation has partly mediated effect to new product success. However, the effect of responsive market orientation has been observed as higher than proactive market orientation.

Proactive, Responsive, Market, Orientation, Innovation, New, Product, Success
2019 Special Focus: The New Story of Organizing
Paper Presentation in a Themed Session

Tugce Ezgi Soyaltin

Research Assistant, Business Administration, Marketing, Istanbul Kultur University Faculty of Economics and Administrative Sciences, Turkey

I am working at Istanbul Kultur University as a research assistant since May, 2015. I graduated from my Business Administration Master Degree at Ankara University. I am going to start Marketing PhD program at Marmara University on September. I am giving some courses at Kultur University. These are Principles of Marketing, Marketing Management, International Marketing, Business Management, Communication and Methodology in Social Sciences. I was a moderator at the TDB Swot and Strategic Plan Identification Workshop in 2016. In Kultur University 8th Family Business Congress, I presented my article is that "Brand and Family Business" was written by me and Prof. Sanem Alkibay.

Alper Ozer

Professor, Ankara University, Turkey

Sezer Korkmaz

Professor, Gazi University Faculty Of Economics And Administrative Sciences, Turkey