The effect of technological turbulence on new products success

Detalhes bibliográficos
Autor(a) principal: Santos, Mirela Jeffman dos
Data de Publicação: 2016
Outros Autores: Perin, Marcelo Gattermann, Sampaio, Cláudio Hoffmann
Tipo de documento: Artigo
Idioma: por
Título da fonte: Estudos do CEPE
Texto Completo: https://online.unisc.br/seer/index.php/cepe/article/view/7639
Resumo: The paper aimed to analyze the influence of consumer (CO), learning (LO) and innovation orientations (IO) on new products development ability (NPDA), as well as its impact on the success of new products (SNP). In addition, its objective was also to analyze the technological turbulence in the relationship between NPDA and SNP. Through a survey done with industrial companies from Brazil, it was found a positive effect of three strategic orientations (consumer, learning and innovation) on new products development ability, as well as innovation orientation was the most influent antecedent on NPDA. Furthermore, the research pointed out technological turbulence moderates the relationship between ability and success of new products.
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spelling The effect of technological turbulence on new products successO efeito da turbulência tecnológica no sucesso de novos produtosmarketinginovaçãoestratégiapesquisa quantitativaThe paper aimed to analyze the influence of consumer (CO), learning (LO) and innovation orientations (IO) on new products development ability (NPDA), as well as its impact on the success of new products (SNP). In addition, its objective was also to analyze the technological turbulence in the relationship between NPDA and SNP. Through a survey done with industrial companies from Brazil, it was found a positive effect of three strategic orientations (consumer, learning and innovation) on new products development ability, as well as innovation orientation was the most influent antecedent on NPDA. Furthermore, the research pointed out technological turbulence moderates the relationship between ability and success of new products.O estudo visa analisar a influência das orientações ao consumidor (OC), à aprendizagem (OA) e à inovação (OI) na habilidade de desenvolvimento de novos produtos (HDNP), e desta no sucesso de novos produtos (SNP), bem como a influência da turbulência tecnológica (TT) na relação entre a HDNP e o SNP. Por meio de levantamento realizado com empresas industriais brasileiras, verificou-se efeito positivo da OC, OA e OI na HDNP e desta no SNP. Constatou-se ainda que a OI é o antecedente de maior efeito na HDNP e que a TT modera positivamente a relação entre a HDNP e o SNP.Universidade de Santa Cruz do Sul2016-01-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://online.unisc.br/seer/index.php/cepe/article/view/763910.17058/cepe.v0i43.7639Estudos do CEPE; Nº 43 - Janeiro/Junho 2016; 119-1351982-6729reponame:Estudos do CEPEinstname:Universidade de Santa Cruz do Sul (UNISC)instacron:UNISCporhttps://online.unisc.br/seer/index.php/cepe/article/view/7639/5050Copyright (c) 2016 Estudos do CEPEinfo:eu-repo/semantics/openAccessSantos, Mirela Jeffman dosPerin, Marcelo GattermannSampaio, Cláudio Hoffmann2016-08-11T13:59:50Zoai:ojs.online.unisc.br:article/7639Revistahttp://online.unisc.br/seer/index.php/cepePUBhttp://online.unisc.br/seer/index.php/cepe/oaianadapper@mx2.unisc.br||ralievi@unisc.br|| carolina_haas@hotmail.com1982-67291413-4128opendoar:2016-08-11T13:59:50Estudos do CEPE - Universidade de Santa Cruz do Sul (UNISC)false
dc.title.none.fl_str_mv The effect of technological turbulence on new products success
O efeito da turbulência tecnológica no sucesso de novos produtos
title The effect of technological turbulence on new products success
spellingShingle The effect of technological turbulence on new products success
Santos, Mirela Jeffman dos
marketing
inovação
estratégia
pesquisa quantitativa
title_short The effect of technological turbulence on new products success
title_full The effect of technological turbulence on new products success
title_fullStr The effect of technological turbulence on new products success
title_full_unstemmed The effect of technological turbulence on new products success
title_sort The effect of technological turbulence on new products success
author Santos, Mirela Jeffman dos
author_facet Santos, Mirela Jeffman dos
Perin, Marcelo Gattermann
Sampaio, Cláudio Hoffmann
author_role author
author2 Perin, Marcelo Gattermann
Sampaio, Cláudio Hoffmann
author2_role author
author
dc.contributor.author.fl_str_mv Santos, Mirela Jeffman dos
Perin, Marcelo Gattermann
Sampaio, Cláudio Hoffmann
dc.subject.por.fl_str_mv marketing
inovação
estratégia
pesquisa quantitativa
topic marketing
inovação
estratégia
pesquisa quantitativa
description The paper aimed to analyze the influence of consumer (CO), learning (LO) and innovation orientations (IO) on new products development ability (NPDA), as well as its impact on the success of new products (SNP). In addition, its objective was also to analyze the technological turbulence in the relationship between NPDA and SNP. Through a survey done with industrial companies from Brazil, it was found a positive effect of three strategic orientations (consumer, learning and innovation) on new products development ability, as well as innovation orientation was the most influent antecedent on NPDA. Furthermore, the research pointed out technological turbulence moderates the relationship between ability and success of new products.
publishDate 2016
dc.date.none.fl_str_mv 2016-01-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://online.unisc.br/seer/index.php/cepe/article/view/7639
10.17058/cepe.v0i43.7639
url https://online.unisc.br/seer/index.php/cepe/article/view/7639
identifier_str_mv 10.17058/cepe.v0i43.7639
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://online.unisc.br/seer/index.php/cepe/article/view/7639/5050
dc.rights.driver.fl_str_mv Copyright (c) 2016 Estudos do CEPE
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Estudos do CEPE
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de Santa Cruz do Sul
publisher.none.fl_str_mv Universidade de Santa Cruz do Sul
dc.source.none.fl_str_mv Estudos do CEPE; Nº 43 - Janeiro/Junho 2016; 119-135
1982-6729
reponame:Estudos do CEPE
instname:Universidade de Santa Cruz do Sul (UNISC)
instacron:UNISC
instname_str Universidade de Santa Cruz do Sul (UNISC)
instacron_str UNISC
institution UNISC
reponame_str Estudos do CEPE
collection Estudos do CEPE
repository.name.fl_str_mv Estudos do CEPE - Universidade de Santa Cruz do Sul (UNISC)
repository.mail.fl_str_mv anadapper@mx2.unisc.br||ralievi@unisc.br|| carolina_haas@hotmail.com
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