Proposal (PhD) Essay Example | Topics and Well Written Essays - 1000 words

Proposal (PhD) - Essay ExampleThis study investigates the impact of market place taste on product plan in Arabic countries, particularly, the impact of components of market orientation on product innovation.Market orientation and innovation have been place as crucial success factors in companies (Day, 1994 Hunt and Morgan, 1995 1996). Researches have shown the importance of market orientation for the success of product innovations (Cooper, 1975 1979 Slater and Narver, 1994 Pelham and Wilson, 1996 Atuahene-Gima, 1996 Gatignon and Xuereb, 1997). An increasing number of empirical studies have demonstrated that an improvement in the level of market orientation will lead to superior organizational performance and new product innovation (Narver and Slater, 1990 Oczkowski and Farrell, 1998 Slater and Narver, 2000 Kohli and Jaworsky, 1990 Ruekert, 1992 Deshpand, Farley and Webster, 1993 AtuaheneGima, 1996 Gatignon and Xuereb, 1997). On the other hand, a number of authors are questioning the benefits of being market oriented, suggesting that there may be several limitations to a market orientation. Hamel and Prahalad (1991) suggest that market oriented firms may suffer from ignoring or missing markets and competitors. Slater and Narver (1995) argue that market oriented firms may fail to identify and profit on the latent needs of customers, due to their excessive focus on expressed needs.Studies about market orientation and product innovation in European and American counties offer little guidance to understand effect of market orientation on product innovation because the resources and capabilities of Arabic firm countries are opposite from those of European and American firms counties. Also there is a little attention on the variables that improve the work of market orientation toward product innovation. The following interrogation questions will be addressed in