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Unfolding market vision quality: understanding its dimensions, drivers, and before-launch performance

Thongpravati, O ORCID: 0000-0001-8585-0212, Reid, M and Dobele, AR 2018 , 'Unfolding market vision quality: understanding its dimensions, drivers, and before-launch performance' , Journal of Strategic Marketing , pp. 1-24 , doi: 10.1080/0965254X.2018.1488761.

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Abstract

While prior research has recognised the importance of developing radical and really new product innovations for long-term business success, the factors underpinning successful development of such ‘market-driving’ innovations remain elusive. This study unfolds theextrinsic and intrinsic dimensions of market vision (MV) quality and investigates their drivers, the organisational and individual dimensions of market visioning competence (MVC). Further, it examines the extent to which MV dimensions influence before-launch performance – specifically, the ability to maintain breakthrough integrity (BI) of new products and achieve early success with customers (ESC) with market-driving innovations. Using a sample of 179 managers of innovative companies in Thailand, the results highlight that the MVC organisational dimension acts as a key driver for both dimensions ofMV quality. While the MV extrinsic dimension influences BI, the instrinsic dimension of MV influences ESC – and ultimately, BI influences ESC. Research implications exist to advance the development of market-driving innovations.

Item Type: Article
Authors/Creators:Thongpravati, O and Reid, M and Dobele, AR
Keywords: market-driving, product innovation, market visioning competence dimensions, market vision dimensions, before-launch, programme performance
Journal or Publication Title: Journal of Strategic Marketing
Publisher: Routledge
ISSN: 1466-4488
DOI / ID Number: 10.1080/0965254X.2018.1488761
Copyright Information:

Copyright 2018 Informa UK Limited, trading as Taylor & Francis Group

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