Author(s): Rawan Odeh Khalaf Alshawabkeh
The aim of this study is to investigate the effect of market orientation on new product performance through lean innovation. Data were collected throughout three weeks using an electronic questionnaire administered to a random sample of managers of industrial companies. The valid number of the questionnaires used in data analysis comprises 219 responses. The results found that market orientation had a significant effect on new product performance in the presence of lean innovation as a mediating variable. Examining the effects of the three dimensions of market orientation, i.e., customer orientation, competitor orientation, and interfunctional coordination, on lean innovation reveals that the first two dimensions showed significant effects on lean innovation while the third one did not. Therefore, managers are required to consider lean innovation in order to boost the role of market orientation in enhancing new product performance. The theoretical contribution of the study, practical implications, limitations and future research directions are also reported.