What is it about?

Knowledge resources, such as market orientation, alone are not sufficient for influencing new product performance and a better understanding of contingencies and deployment mechanisms is necessary. In this paper, we show how the complementarity between market orientation and launch proficiency leads to a bidirectional cospecialization relationship bringing about advantageous new product performance.

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Why is it important?

This study has significant theoretical and practical implications. Not only does it contribute to dynamic capabilities theory, but it helps managers efficaciously capitalize on their knowledge resource (market orientation) to achieve superior new product performance.


This publication is the result of a long academic journey working on my thesis. Also, It was a great pleasure working with the renowned professor of marketing, Prof. Pantea Foroudi, who I learned from and who really helped me publish this work.

Farbod Fakhreddin

Read the Original

This page is a summary of: The bidirectional complementarity between market orientation and launch proficiency affecting new product performance, Journal of Product & Brand Management, January 2021, Emerald, DOI: 10.1108/jpbm-03-2020-2824.
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