Strategic Orientation of the Firm and New Product Performance (Revised Version of DR 95025)

This research seeks to understand which of the three different strategic orientations of the firm (customer, competitive and technological orientations) is more appropriate, when and why, in the context of developing product innovations.

GATIGNON, H. and XUEREB, J.M. (1996). Strategic Orientation of the Firm and New Product Performance (Revised Version of DR 95025). ESSEC Business School.