...Korhan Arun; Saniye Yildirim Ozmutlu Purpose Customer orientation (CO) means meeting customers’ needs better than competitors. Competitor orientation means using and acting upon the knowledge of competitors. Thus, the main aim of this study is to analyze the effects of environmental...

... orientation and competitor orientation). Design/methodology/approach The scale was developed and validated using successive testing processes including exploratory factor analysis, confirmatory factor analysis and structural equation modeling (LISREL). Findings The outcome of the research is a tested...

... of competitor orientation on NPS and the predicted mediating effect of competitor orientation on the RMC‐NPS link, results from regression analysis, however, suggest otherwise. Practical implications The results of the research help to assure practitioners of the primacy role of RMC in NPD and the positive...