Strategic Orientation, Culture and New Product Development Capability on New Product Development Performance

The purpose of this study is surveying the interactive influence of strategic orientation، culture and new product development capability on new product development performance of companies accepted in Tehran stock exchange. This research is applied In terms of the goal and descriptive- survey in terms of data gathering method. The population of this study consists of companies in the stock exchange. The sampling method is quota stratified random. According to share of each industry، in total، 167 questionnaires were collected from companies. To test the hypotheses، we used structural equation modeling with Lisrel 8. 53. The results showed that strategic orientation، culture and the new product development capability influence on new products development performance. The impact of strategic orientation is more. New product development capability has the second influence and culture has the third influence on new product development performance. The results also showed that the strategic orientation and new product development capability impact on organizational culture.