| Scientists hardly devote any attention to the implications of market orientation for the product development process, although this process can be viewed as the starting point for developing a market-oriented enterprise and of importance for new product success. Research question: what makes the product development process market-oriented? What role do the implementation issues play in the transformation of a product development process in a market-oriented process? Research objective: developing and extending explanatory theories in the field of market orientation, product development and organisational change. Furthermore, it can assist managers in gaining understanding on the market orientation phenomenon and helping them to design change programmes for enhancing the extent of market-oriented product development. |
