Intellectual Capital Development Based On Market Orientation And Learning Orientation Influence On New Product Development Performance

In today’s business world, one of the most important problems that companies encounter is new product failure. The high product failure rate has been a major concern for practitioners for many years. Given the fact that the increasing level of technological advancement, consumer expectations, and domestic as well as international competitive pressures continue to shorten the product life cycle for new products, it has become extremely important for companies to understand the critical determinants of new product success and failure and to be able to develop satisfactory, failure-free, and long-living products for markets. The fact that the economic survival of a firm is unarguably dependent upon the successful development and introduction of new products has motivated many scholars to investigate the potential antecedents of new product performance over the last three decades. In spite of its significance, the relationship between market orientation, learning orientation, intellectual capital and new product performance has received scant scholarly attention. This research study aims to fill this void in the literature.As for the Part of Research theory, based on reading a large number of related literature, this paper conduct empirical research by SPSS. Explore market orientation, learning orientation and intellectual capital on new product development performance and identify the degree of the influence factors to facilitate this effect. Market orientation or Learning orientation culture is expected to encourage certain behaviors and build/maintain certain skills and capabilities. The purpose of the suggested model is to identify the behaviors, skills, and capabilities of market orientation and learning orientation culture that are prone to significantly affect new product performance.This paper not only confirms the market orientation, learning orientation positively influence on the intellectual capital, but also verify market orientation, learning orientation and intellectual capital, that impact of new product development performance. The following the innovations of this Paper:(1) build a theoretical framework based on market orientation, learning orientation and intellectual capital to improve the performance of new product development;(2)analysis the specific process of market orientation and learning orientation influence on intellectual capital;(3)analysis the specific path of intellectual capital affect the performance of new product development.