Antecedents and consequences of the strategic orientations in new product development: The case of Chinese manufacturers

Insik Jeong, Jae H. Pae, Dongsheng Zhou

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127 Scopus citations


The objective of the present study is to advance the understanding of the role of the strategic orientation of the firm for successful new product development (NPD), in the context of Chinese manufacturing firms. Through field research accompanied by a review of the related literature, this study identifies customer orientation and technology orientation as crucial strategic components that are important to successful new product development. This research proposes a conceptual model of strategic orientations, in which firm-internal (organizational support) and -external (environmental turbulence) factors are expected to influence strategic orientations, which, in turn, impact NPD performance. The model is tested using data collected from a large-scale survey of 232 manufacturing firms in China. The results largely support the hypotheses derived from the conceptual model. First, organizational support and environmental turbulence have a positive influence on the implementation of strategic orientations. Second, the two strategic orientations show a different pattern of performance implications.

Original languageEnglish
Pages (from-to)348-358
Number of pages11
JournalIndustrial Marketing Management
Issue number3
StatePublished - Apr 2006

Bibliographical note

Funding Information:
This research was partially supported by a Korea University Grant, Hong Kong Polytechnic University Research Fund and a Strategic Research Grant of the City University of Hong Kong.


  • China
  • New product development
  • Strategic orientation


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