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Asian Journal of Research in Banking and Finance
Year : 2015, Volume : 5, Issue : 3
First page : ( 111) Last page : ( 125)
Online ISSN : 2249-7323.
Article DOI : 10.5958/2249-7323.2015.00048.6

A Study on the Influence of Market Orientation on New Product Success of Schiele Company and its Agencies

Kouhbor Mohammad Amina, Farahbakhsh Faranakb

aAssistant Professor, Department of Economics, Khorramshahr University of Marine Science and Technology, Khorramshahr, Iran

bMaster of Executive Management, Islamic Azad University, International Branch of Kish, Kish, Iran

Online published on 4 March, 2015.

Abstract

This research primarily aims at investigating the relation between the marketing, research and development unit's coordination with new product success. The basic model of this research is based on an article written by Wong and Tong (2012). The population includes the employees of Schiele Company and its agencies. The sample size was determined 103 people using Cochran Formula. Structural equation model has been used in this research for data analysis. This analysis has been made based on regression relations. The regression analysis results showed that the following hypotheses have are confirmed: The coordination of marketing and research and development unit has a significant effect on new product success.

Customer orientation has a positive and significant effect on new product success.

The relation between marketing variables and the indirect relations of marketing and customer orientation were not confirmed.

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Keywords

Research and Development, New Product Success, Schiele Company.

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