Market Orientation and New Product Development Performance in Egyptian Food Industry: The Mediating Role of Marketing Technical Integration

ABSTRACT

While the market orientation (MO) is a significant predictor of new product development (NPD) performance in the previous studies, research reveals that adopting the MO is insufficient without a deeper grasp of other determinants. The study model is based on the resource-based view (RBV) to investigate the MO-NPD performance relationship through mediating marketing technical integration (MTI) in the Egyptian food industry. Primary data were acquired via a self-administered questionnaire from 243 executive managers of 74 food manufacturing companies in Egypt. The gathered data were analyzed using the SEM approach. The findings indicate that MO and MTI are positively associated with NPD performance and that MTI mediates the MO-NPD performance. Furthermore, the findings suggest that larger companies may be better at controlling NPD performance. In addition, environmental dynamism raises NPD performance.

KEYWORDS:

• Market orientation
• marketing technical integration
• NPD performance
• environmental dynamism
• firm size
• firm age
• food industry

Acknowledgments

We extend our sincere thanks and gratitude to our late professor, Dr. Abdel Aziz Mekhaimer in honor of his good memory and the great impact he left on us in our research skills and international publishing thought.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.