The Impact of the Strategic Orientation on the Performance of New Product Development

The strategic orientation responds to the business environmental changes. Appling the appropriate strategy to gain an understanding of the existing opportunities leads to the development of new products and the creation of the competitive advantages over competitors. The present research in terms of purpose is practical and regarding the data collection method is descriptive-survey. It has been examined the impact of the strategic orientation on the performance of the new product development. The statistical population of the study consisted of the 260 furniture retailers and providers. Using the Cochran formula and the simple- random sampling method, 155 individuals were selected as the sample size. The required data were collected through standard questionnaires. To analyse data and examine the hypotheses, the Structural Equation Modeling method (SEM) using Partial Least Squares method (PLS) has been applied. The research findings indicate that the strategic orientation influences the performance of the new product development. It was also concluded that the market trending, technological orientation, entrepreneurial orientation and network orientation have a significant effect on the performance of the new product development.