Due to a high failure rate of new products, there is an urgent need to probe the drivers of new product success, by probing internal and external factors. Thus, our study empirically examines the synergistic effects of market orientation and entrepreneurial orientation (external focus) on new product success and investigates the mediating and moderating role of employee job satisfaction and intention to stay (internal focus) on this relationship. Data were generated through questionnaire from a sample of 226 employees in the competition-and technology-intensive sector. Hierarchical multiple regression was used to test the study's hypotheses. The results indicate significant and positive synergistic effects of market and entrepreneurial orientation on new product success and also confirm the partial mediation of employee job satisfaction. The interaction effects of market (and entrepreneurial) orientation with intention to stay are found to be significant but negative, revealing that even at a lower level of staying intention, the influence of market (and entrepreneurial) orientation on new product success is strong. The study offers novel insights for policy makers to adopt a market-oriented culture along with entrepreneurial orientation to enhance the level of employees’ satisfaction, which would enhance their skills and energies toward the attainment of new product success. The strategic management literature has analysed the synergistic effects of market orientation and entrepreneurial orientation on the business performance but only from a managerial perspective. However, exploring this relationship from employees’ perspective remains sparse, more particularly when studying the influence of these strategic orientations on new product success.

中文翻译：

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新产品成功的战略要务：内部利益相关者的观点

由于新产品的失败率很高，迫切需要通过探究内部和外部因素来探究新产品成功的驱动因素。因此，我们的研究实证检验了市场导向和创业导向（外部关注）对新产品成功的协同效应，并调查了员工工作满意度和留任意愿（内部关注）在这种关系中的中介和调节作用。数据是通过对竞争和技术密集型行业 226 名员工进行调查问卷得出的。使用层次多元回归来检验该研究的假设。结果表明，市场和创业导向对新产品的成功具有显着且积极的协同效应，也证实了员工工作满意度的部分中介作用。研究发现，市场（和创业）导向与留下意愿之间的交互作用显着但为负，这表明即使在较低的停留意图水平上，市场（和创业）导向对新产品成功的影响也很大。该研究为政策制定者采用市场导向文化和创业导向来提高员工满意度水平提供了新颖的见解，这将增强他们获得新产品成功的技能和精力。战略管理文献仅从管理角度分析了市场导向和创业导向对企业绩效的协同效应。然而，从员工的角度探索这种关系的情况仍然很少，特别是在研究这些战略方向对新产品成功的影响时。