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| The Relationship of Market Orientation, Iterative Innovation and New Product Development |
| LI Quansheng，SU Qin |
| Xi’an Jiaotong University, Xi’an, China |
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Abstract Based on resource-based theory, this study explored how different market orientations influence new product development through the intermediary role of iterative innovation, and the different moderating effect of absorbed slack resources and unabsorbed slack resources. Results from 316 sample data of domestic manufacturing enterprises show that: ①compared with the responsive market orientation, proactive market orientation has a stronger promoting effect on new product development; ②enterprises with proactive market orientation are more inclined to improve the level of new product development through continuous improvement of iterative innovation. While enterprises with responsive market orientation are more inclined to improve the level of new product development by rapid trial and error of iterative innovation; ③unabsorbed slack resources will strengthen the relationship between proactive market orientation and new product development through continuous improvement of iterative innovation; ④absorbed slack resources will strengthen the relationship between responsive market orientation and new product development through rapid trial and error of iterative innovation. It will weaken the relationship between proactive market orientation and new product development through continuous improvement of iterative innovation.
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Received: 22 January 2019
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