AN EMPIRICAL EXAMINATION OF THE RELATIONSHIP BETWEEN STRATEGIC ORIENTATIONS, ORGANIZATIONAL LEARNING, AND NEW PRODUCT LAUNCH SUCCESS

Abstract

This study examines the relationship between strategic orientations, organizational learning, and new product launch success. The current study is based on positivism and applies the deductive approach, which confirms the quantitative methodology. The researcher uses a structured and self-administered questionnaire to answer the research hypotheses from the project managers in the Leather Gloves Industry of Sialkot, Pakistan. The empirical evidence showed that the relationship between strategic orientations, organizational learning, and new product launch success is supported significantly. Moreover, market and product orientation do not help the success of recent product launches. However, organizational learning mediates fully with the success of the relationship between market orientation, product orientation, and new product launches. These findings contribute to the firm's owners, managers, policy-makers, and other stakeholders to adopt the succeeding policy and practice.