Purpose – The importance of innovation to the performance of firms has led to numerous studies conducted to identify the critical successful factors in new product development (NPD). However, most of these studies were conducted within the context of the developed economies or for large...

Why are some firms more successful at commercializing new products than others in emerging economies? It is possible that the strategic orientations, which firms adopt as a type of business strategy, lead at least partially to the superior performance of the new products they introduce to the...