Market orientation, entrepreneurial orientation, and new product performance : The moderating role of external coordination

In general, the international marketing literature suggests that both market orientation and en trepreneurial orientation are the key strategic resources for new product performance international markets. Despite the extensive interest in the role of strategic orientations, extant literature has investigated the effects of market orientation and entrepreneurial orientation on product performance independently. The limited attention has been paid to how both market orientation and entrepreneurial orientations are related to new product performance in international markets. Further, recent scholars have recognized the importance of external coordination in new product development and introduction, yet few empirical research has examined the impact of external coordination in a firm’s new product performance. Drawing upon the inside-out and outside-in perspectives, this study focuses on the relationship among market orientation, entrepreneurial orientation, external coordination, and new product performance. Using a sample of 170 Korean exporters, this study investigates the focal relationship. The empirical study of Korean exporters finds the support for the positive relationship between market orientation and new product performance. The findings of this study also show that entrepreneurial orientation has a significant and positive impact on new product performance. With respect to the moderating role of external coordination on the focal relationships, external coordination is found to have a positive and significant effect on the relationship between entrepreneurial orientation and new product performance, while its effect on the relationship between market orientation and new product performance is negative and insignificant. Based on the analysis of the focal relationship based on the theoretical foundation of inside-out and outside-in perspective, this study advances our under standing of how and when these orientations affect new product performance in international markets.