Market Orientation and New Product Success Relationship: The Role of Innovation Capability, Absorptive Capacity, Green Brand Positioning

We explored the mediating role of innovation capability in the relationship between market orientation and new product success; the moderating role of realised absorptive capacity in the relationship between market orientation and innovation capability; and finally, the moderating role of green brand positioning in the relationship between innovation capability and new product success. Empirical analysis was based on 329 manufacturing firms. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using the ordinary least squares approach in SPSS (v.20). Findings supported all our three hypotheses for the study, thereby showing innovation capability, realised absorptive capacity and green brand positioning, are very critical in the market orientation-new product success relationship.