Evaluating the Effects of Market Orientation, Intellectual Capital and Organizational Learning Capability on Successfulness of a New Product

Abstract

Aims: The main objective of this study is to evaluate the effects of market orientation, intellectual capital and organizational learning capability on successfulness of a new product. Study Design: The research model has been formed considering intellectual capital, organizational learning capability and market orientation as independent variables, while intellectual capital, organizational learning capability and successfulness of the new product have been considered as dependent variables. Methodology: The population includes 320 active incorporations in textile industry of Yazd Township. Stratified sampling method was used for sampling relative to the size of the sample, and in order to determine the size of the sample, Morgan Table was used. Finally, 175 acceptable samples were selected. Data was collected using questionnaires and measurements. Also data analysis was done by modeling the structural equations using LISREL software. Results: Results show that market orientation has a significant effect on intellectual capital, and intellectual capital affects organizational learning capability and successfulness of the new product. Results also show that there is no meaningful relationship between organizational learning capability and successfulness of the new product. Conclusion: This study can be beneficial for researchers and managers in textile industry due to presenting useful information in domain of management. Furthermore, it presents some suggestions for optimization and effectiveness of the obtained results.