Abstract
This study explained the impact of market orientation, learning orientation,
and innovation capability on product development. In product development
literature, most of studies focused on the relationship between innovation
capability and business performance; however, there is lack of studies that
have focused on market orientation and learning orientation on innovation
capability in Small and Medium Enterprises(SME) in order to enhance the
process of product development which is the source of increased business
performance. This study fills this gap and examined the impact of market and
learning orientation through innovation capability on product development in
SMEs. The data has been collected from the employees’ working in SME
particularly from Packages industries operating in district Multan from
Pakistan. The 302 questionnaires were collected from the employees. The data
was analyzed through SPSS and PLS-SEM softwares. The results supported
the direct relationship between market orientations and product development
and learning orientation and product development. Moreover, the results also
supported the indirect relationship through innovation capability between
learning orientation and product development. This indicated a partial
mediation of innovation capability between learning with product
development. However, the result has not supported the mediation of
innovation capability between the market orientation and the product
development. The results pointed out that both orientations particularly
market orientation need to focused while learning orientation improve and
enhance the product development process through innovation capability
Khawar Naheed, Muhammad Arif Nawaz, Badar Latif. (2018) The Impact of Learning and Market Orientation on Product Development:The Mediating Effect of Innovation Capability, Orient Research Journal of Social Sciences, Volume 3, Issue 1.
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