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


Thongpravati, O and Reid, M and Dobele, AR, Unfolding market vision quality: understanding its dimensions, drivers, and before-launch performance, Journal of Strategic Marketing, 28, (2) pp. 123-135. ISSN 0965-254X (2018) [Refereed Article]

Copyright Statement

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

DOI: doi:10.1080/0965254X.2018.1488761


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 the extrinsic 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 of MV 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 Details

Item Type:Refereed Article
Keywords:market-driving, product innovation, market visioning competence dimensions, market vision dimensions, before-launch, programme performance
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Thongpravati, O (Dr Onnida Thongpravati)
ID Code:135309
Year Published:2018
Web of Science® Times Cited:1
Deposited By:TSBE
Deposited On:2019-10-11
Last Modified:2021-07-06

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