TY  - JOUR
T1  - Strategic Orientation and New Product Performance (Innovation Success):
The Moderating Role of Environmental Dynamism
AU - Mousa Rababah, Nayel 
JO  - International Business Management
VL  - 13
IS  - 7
SP  - 288
EP  - 299
PY  - 2019
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2019.288.299
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2019.288.299
KW  - Strategic orientation
KW  -market orientation
KW  -technology orientation
KW  -new product performance
KW  -innovation success
KW  -dynamism environment
AB  - The study employs the upper-echelons perspective and strategic orientation literature to address the
issues of strategic orientation. Collected data from 351 executives in 124 firms in Jordan was analyzed using
structural equation modeling and hierarchal regression. Strategic orientation assessed as predictors of new
product performance as was the proposed moderator, perceived environmental dynamism. The study finds that
both of market orientation and technology orientation have significant effects on new product
performance/innovation success. Further, environmental dynamism had also showed a significant impact on
strategic orientation (market orientation and technology orientation) and a new product performance and at
higher levels, a significant moderating effect. The empirical analyses yield results consistent with these
arguments. Implications for research and practice are correspondingly discussed.
ER  -