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Pioneer orientation and new product performance of the firm: Internal contingency factors

Published online by Cambridge University Press:  02 February 2015

Maria J Ruiz Ortega  and
Pedro M García-Villaverde
Maria J Ruiz Ortega
Affiliation:
Department of Business and Management, University of Castilla-La Mancha, Castilla-La Mancha, Spain
Pedro M García-Villaverde
Affiliation:
Department of Business and Management, University of Castilla-La Mancha, Castilla-La Mancha, Spain
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Abstract

In this study we analyze the contingent effects of the firm's internal factors in the influence of pioneer orientation on new product performance. The results obtained show that in dynamic and hostile industries, pioneer orientation has a positive influence on the performance of new products. We have found that technological capabilities, cross-functional integration and internal commitment allow pioneer firms to improve their new product performance. However, strong market intelligence can induce pioneer firms to direct their new products to a secure but limited market, and worsen outcomes. We reinforce first mover advantage (FMA) literature highlighting the promotional role of several internal factors in pioneer advantage. We note the complementary character of the resource based view (RBV), marketing and the organization theory to the explanation of the performance of those firms developing a pioneer orientation.

Keywords

pioneer orientationtechnological capabilitiesmarket intelligencecross-functional integrationinternal commitmentregression analysisfirms' new product performance
Type
Research Article
Information
Journal of Management & Organization , Volume 17 , Issue 4 , July 2011 , pp. 474 - 497
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2011

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