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Pioneer orientation and new product performance of the firm: Internal contingency factors

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  • Ortega, Maria J Ruiz
  • García-Villaverde, Pedro M

Abstract

In this study we analyze the contingent effects of the firm's internal factors in the influence of pioneer orientation on new product performance. The results obtained show that in dynamic and hostile industries, pioneer orientation has a positive influence on the performance of new products. We have found that technological capabilities, cross-functional integration and internal commitment allow pioneer firms to improve their new product performance. However, strong market intelligence can induce pioneer firms to direct their new products to a secure but limited market, and worsen outcomes. We reinforce first mover advantage (FMA) literature highlighting the promotional role of several internal factors in pioneer advantage. We note the complementary character of the resource based view (RBV), marketing and the organization theory to the explanation of the performance of those firms developing a pioneer orientation.

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  • Ortega, Maria J Ruiz & García-Villaverde, Pedro M, 2011. "Pioneer orientation and new product performance of the firm: Internal contingency factors," Journal of Management & Organization, Cambridge University Press, vol. 17(4), pages 474-497, July.
    • Handle: RePEc:cup:jomorg:v:17:y:2011:i:04:p:474-497_00
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    Cited by:

    1. Julen Castillo‐Apraiz & Jesus Matey, 2020. "Customizing competitive strategy to entry timing: Implications for firm performance in the pharmaceutical industry," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(6), pages 976-985, September.

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