In this paper we examine how business strategy influences the nature and extent of firms' market orientation and how this in turn influences the extent of firms' new product activity. Specifically, we develop a framework linking firms' relative emphasis on cost leadership, product...

In this paper we examine how business strategy influences the nature and extent of firms’ market orientation and how this in turn influences the extent of firms’ new product activity. Specifically, we develop a framework linking firms’ relative emphasis on cost leadership, product...

Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand,...