...Minna Matikainen; Harri Terho; Petri Parvinen; Anne Juppo Purpose This study examines the role and relative impact of market orientation, product orientation and relationship orientation on new product launch performance, investigating product advantage and market-based assets as alternative...

... motivation) and non‐relationship factors (product advantage and market competitiveness). Hypotheses were developed and tested with a sample of retailers. Findings Owing to the lack of appropriate existing scales for the four constructs that influence retailers' adoption of new products, this study...