Customer asset orientation and its impact on the relationship between market orientation and new product development performance

While the benefits of market orientation are largely accepted and the importance of customer asset are widely recognized, a group of scholars and managers remain skeptical, and few studies have empirically examined the complexity of the effects of these constructs on firm performance. The study is to develop a valid measure of customer asset orientation and then examine its impact the relationship between market orientation and new product development performance by distinguishing responsive market orientation and proactive market orientation. Based on evidence from China firms, the moderating effect of customer asset orientation is found.