Base of the pyramid orientation, imitation orientation and new product performance in an emerging market

This study investigates the effect of base of the pyramid (BOP) orientation on new product performance through the mediating mechanism of imitation orientation. Using time-lagged data from 505 new ventures, the results revealed that (1) BOP orientation positively influences imitation orientation, (2) imitation orientation mediates the relationship between BOP orientation and new product performance, (3) competitive intensity has a negative moderating effect on the relationship between imitation orientation and new product performance, and (4) dysfunctional competition positively moderates the effect of imitation orientation on new product performance. These findings provide a nuanced understanding of the role of BOP orientation in the context of new product performance by introducing imitation orientation as a mediating mechanism. The implications for theory development and directions for future research are discussed.