Purpose – The purpose of this paper is to investigate whether the screening of product ideas is supported by the NPD (new product development) process design throughout the NPD phases. Design/methodology/approach – Data were collected with an internet survey questionnaire from 43 large...

Purpose – This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Design/methodology/approach – Four case studies on value...