Market Innovation Capacity, Consumer Orientation, and the New Product Success.

What is it about?

This paper objective is to analyze the mediation effect of the Market Innovation Capacity (MIC) between the Consumer Orientation (CO) and the New Product Success (NPS), as well as the moderator effect of Technological Turbulence (TT) between the MIC and the NPS. This study is based on a survey made with Brazilian industrial companies. To test the hypothesis, the multi group structural equations model and Sobel ɀ-test techniques were used.

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Why is it important?

The results pointed out the existence of total mediation from MIC in the relationship between CO and NPS, and has confirmed the positive moderator effect of the TT.