The knowledge management orientations that firms adopt as a business input\nmay lead at least partially to the superior performance of the new products\nthey introduce to the market. Our empirical research investigates the knowledge\nmanagement orientation effect on new product commercialization performance,\nusing data collected from 700 Iranian manufacturing firms in six\nindustries including plastic, steel manufacturing, construction, machinery,\nstone, mine, and Nano industries. However, our final sample due to missing\ndata is 252 firms. Further, we study the mediating role of proactive and responsive\nmarket orientation. Our findings indicate that knowledge management\norientation is positively associated with three aspects of new product\ncommercialization, namely product advantage, new product development,\nand the number of new products introduced to the market. However, there\nwas no significant mediating role in market orientation. Finally, our results\nshow that market orientation and knowledge management orientation affect\ncommercialization performance and therefore could improve new product\ncommercialization.
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