The impact of market orientation on new product performance through product launch quality: A resource-based view

Grounded on the resource-based view, this study aims to examine mediating role of product launch quality as a deployment mechanism in association between market orientation and new performance. Conducting an on-site survey Iranian manufacturing industries, applies covariance-based structural equation modeling test research hypotheses verify proposed theoretical model. The empirical findings indicate is critical knowledge-based resource enhancing firms’ quality, right decisions concerning elevate results also reveal while significantly impacts performance, crucial for leveraging it fully mediates current static characterization view signifies strategic resources have potential value, but unleashing requires incorporation mechanisms resource-performance link. Besides, considering insufficient prior studies revealed mixed inconsistent results. Accordingly, through examining not only does address findings, noticeably contributes by casting light which leads superior