Purpose – Literature has not paid enough attention to the antecedents of market orientation in the context of transitional economy and many authors focus on internal antecedent factors which could be controlled by the organizations. To address the research gaps, the purpose of this paper is to...

Purpose – This study aims to examine the role of responsive market orientation and proactive market orientation in product innovation performance directly and indirectly via innovativeness, as well as the moderating effect of environmental turbulence in the market orientation‐product...

Purpose – The purpose of this paper is to examine the role of market orientation and innovation orientation in new product performance as well as the potential moderating role of innovation orientation and environmental variables in the market orientation‐new product performance link among...