New products are critical to the long‐term growth and success of a firm. This paper investigates the relationship between market orientation and new product performance. Data are collected from Singaporean firms. Results show a strong positive relationship between market orientation and the overall performance of new products. Market orientation is also shown to have a strong positive effect on the market performance and project performance of new products. Managerial implications and limitations are discussed.
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Ramaseshan et al. (2002) studied this question.