Strategic adaptability, new-product outcomes, and firm performance

This research empirically examines the relationship between firms' strategic adaptability, new-product Outcomes, and overall firm performance. Marketing strategy involves business activities and decisions related to generating and sustaining competitive advantage in the marketplace. The current business environment is characterized by volatility, and it has been suggested that the capability of the firm to position itself strategically with competitive advantage is linked to its ability to adapt to changes in its environment (McKee, Vardarajan, and Pride 1989; Miles and Snow 1978). New-product development is established as being central to the success and performance of most firms (Gatignon and Xuereb 1997; Moorman 1995; Wind, Mahajan, and Bayless 1990). In today's fast-paced changing technological environment, the ability to bring rapidly new innovations to the market has been cited to be a distinctive competence (Eisenhardt and Tabrizi 1995).