Market orientation has in numerous empirical NPD-studies been identified as critical for success. However, this study reveals a severe gap between the normative implications regarding market orientation and current product development practice in number of Danish food-processing companies. Through an action-research project it is attempted to increase the level of market orientation. Results show that market orientation can be improved, but that the change process is difficult and time-con and improvements rather incremental. Implications of results include a questining of the possibility of an almost automatic application of normative results, which often seems to be presumed in NPD-research.
HHÅ forskning; MAPP
Main Research Area:
2nd EIASM International Product Development Management Conference, Gothenburg, 1994