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Article
Is market orientation affected by the product life cycle?
Journal of World Business
  • Hiu Kan, Ada WONG, Hong Kong Polytechnic University, Hong Kong
  • Paul D. ELLIS, Hong Kong Polytechnic University, Hong Kong
Document Type
Journal article
Publication Date
6-1-2007
Keywords
  • Market orientation,
  • Product life cycle,
  • Business performance
Abstract
Considerable scholarly interest has been shown in the relationship between market orientation and business performance. Although a number of environmental moderators have been postulated to influence the market orientation-performance link, extant findings are inconclusive. This study takes a different approach by conceptualizing product life cycle stages in terms of variations in competitive intensity, market and technological turbulence. Data collected in Hong Kong reveal that Atuahene-Gima's [Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingent approach. Journal of Product Innovation Management, 12: 275-293] product life cycle measure successfully discriminates stages in terms of market and technological turbulence, but fails to capture variation in competitive intensity. Market orientation is also found to be more highly valued by firms in growing and mature markets than firms in introductory and declining markets. Finally, the link between market orientation and firm performance is found to be strongest for firms in the growth stage and weakest for firms in the introductory stage of the product life cycle.
DOI
10.1016/j.jwb.2007.02.001
E-ISSN
18785573
Publisher Statement

Copyright © 2007 Elsevier Inc

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Citation Information
Wong, A. H. K., & Ellis, P. D. (2007). Is market orientation affected by the product life cycle? Journal of World Business, 42(2), 145-156. doi: 10.1016/j.jwb.2007.02.001