埃及食品行业的市场定位与新产品开发绩效：营销技术整合的中介作用

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2022-05-03 DOI:10.1080/10454446.2022.2072696

Mohamed A. Ghonim, Wael Zakaria Elsawy, Mohamed M. Elsotouhy, M. A. Khashan

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引用次数: 1

摘要

虽然在以往的研究中，市场导向(MO)是新产品开发(NPD)绩效的重要预测因素，但研究表明，如果没有更深入地掌握其他决定因素，采用市场导向是不够的。研究模型基于资源基础观点(RBV)，通过中介营销技术整合(MTI)在埃及食品行业调查MO-NPD绩效关系。主要数据是通过对埃及74家食品制造公司的243名执行经理的自我管理问卷获得的。收集的数据使用扫描电镜方法进行分析。研究结果表明，行为举止和行为举止与新产品开发绩效呈正相关，行为举止在行为举止与新产品开发绩效之间起中介作用。此外，研究结果表明，大公司可能更善于控制新产品开发绩效。此外，环境动态性提高了NPD的绩效。

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Market Orientation and New Product Development Performance in Egyptian Food Industry: The Mediating Role of Marketing Technical Integration

ABSTRACT While the market orientation (MO) is a significant predictor of new product development (NPD) performance in the previous studies, research reveals that adopting the MO is insufficient without a deeper grasp of other determinants. The study model is based on the resource-based view (RBV) to investigate the MO-NPD performance relationship through mediating marketing technical integration (MTI) in the Egyptian food industry. Primary data were acquired via a self-administered questionnaire from 243 executive managers of 74 food manufacturing companies in Egypt. The gathered data were analyzed using the SEM approach. The findings indicate that MO and MTI are positively associated with NPD performance and that MTI mediates the MO-NPD performance. Furthermore, the findings suggest that larger companies may be better at controlling NPD performance. In addition, environmental dynamism raises NPD performance.

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.