Atuahene-Gima, K., Slater, S. F., & Olson, E. M. (2005). The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance. Journal of Product Innovation Management, 22(6), 464-482.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Advanced

Annotation: This study expands on the empirical research published on the topic of market orientation (MO) at that time. This current study tests for main effects and interactions of responsive MO and proactive MO on new product program performance. Results support the concept of two different forms of MO (responsive and proactive) and suggests that both are needed but at alternating levels.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

• Maintain responsive market orientation when there is a high level of consensus regarding the firms strategy.
  Survey. The impact on new product program performance was significantly increased by responsive market orientation under conditions of high strategic consensus.
  Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.2, Step 1.1

• Increase the levels of learning orientation and marketing power within your firm while utilizing proactive marketing orientation and the impact on new product program performance will increase.
  Survey. The impact of proactive market orientation on new product program performance was significantly increased under conditions of higher marketing power and learning orientation.
  Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.2, Step 1.1

• When operating at higher levels of responsive market orientation, ensure that any proactive market orientation activities are at lower levels to increase new product program performance. When operating at higher levels of proactive market orientation, use lower levels of responsive market orientation.
  Survey. There was a significant effect found on new product program performance when both forms of market orientation (responsive and proactive) were simultaneously engaged under varying degrees.
  Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.2, Step 1.1