Proactive Market Orientation in U.S. Medical Manufacturing Industry: Do medical manufacturers with high market orientation perform better financially and produce more innovative products

DeFoggi DBA, John, M., Jeffrey

ISBN 10: 3838330285 / ISBN 13: 9783838330280

Published by LAP Lambert Academic Publishing, 2010

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Bibliographic Details

• Title: Proactive Market Orientation in U.S. Medical Manufacturing Industry: Do medical manufacturers with high market orientation perform better financially and produce more innovative products
• Publisher: LAP Lambert Academic Publishing
• Publication Date: 2010
• Language: English
• ISBN 10: 3838330285
• ISBN 13: 9783838330280
• Binding: paperback
• Condition: New
• Book Type: book

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Synopsis

Market Orientation is a construct which has been widely discussed and researched over the last two decades. Until now it has not been studied within a specific industry with such a high impact as the medical manufacturers in the United States. This book looks at the extant literature on the topic of market orientation and builds on Narver, Slater, & MacLachlan's concept of Proactive Market Orientation. A systematic assessment of key new product metrics are evaluated in relationship with proactive market orientation. The United States medical manufacturing industry is evaluated due to its commitment to innovation and investment in new products. There are surprising results and new insights into which metrics are most productive in managing new product development.