시장지향성, 조직기억, 그리고 신제품 창조성과 성과와의 관계에 관한 연구

A Study on the Impact of Market Orientation and Organizational Memory on New Product Creativity and New Product Performance

  A Major aim of this study is to test the hypothesis that there is an association between market orientation, organizational memory, and new product creativity. In addition to exploring these relationships, this study examines the effect of new product creativity on new product performance. For this purposes, we developed a research model based on the literature reviews of market orientation, organizational memory, and new product creativity. A total of 121 usable survey responses has been used in the empirical research for foods manufacturing industry.   The findings indicate that (1) competitor orientation has a positive effect on new product creativity, (2) market orientation has a positive effect on organizational memory, (3) organizational memory has a positive on new product creativity, and (4) new product novelty has a positive effect on new product performance.   The findings have implications for managers wishing to acquire the new product creativity and to better the new product performance.