In today’s competitive manufacturing environment, the successful development and commercialization of new products are crucial for sustaining growth and achieving a competitive advantage. This study investigates the impact of business management in manufacturing industries, market orientation, innovation orientation, development of innovation resources, and organizational creativity on new product performance. The statistical population consists of experts in the automotive industry, with a sample of 382 respondents selected using convenience sampling and Cochran’s formula. Data were collected through structured questionnaires, and the validity and reliability of the instruments were confirmed. Structural Equation Modeling (SEM) using AMOS was employed to test the research hypotheses. The results indicate that business management has a significant positive effect on market orientation and innovation orientation. Innovation orientation, in turn, positively influences the development of innovation resources. Organizational creativity is significantly affected by market orientation and design factors, while the development of innovation resources directly impacts new product performance. Overall, the findings highlight the importance of integrating managerial practices and innovation-oriented strategies to enhance creativity and optimize the performance of new products in the manufacturing sector. These insights provide practical guidance for managers aiming to improve innovation outcomes and theoretical contributions to the literature on innovation and organizational performance.
nia et al. (Sun,) studied this question.
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