The Influencing Pioneering Orientation on New Product Performance (NPP), With Mediating Role of Competitive Tactics in Selected Export Companies of Mazandaran Province

Abdolreza Karimi Reikandeh¹

1) PhD in Business Administration (DBA), Industrial Management Organization, Mazandaran Agency, Iran

IOI Code : XCCB-EDHEA
Publication : 9th International Conference on Management, World Trade, Economics, Finance and Social Sciences(mwtconf.ir)
Abstract :
    Abstract The purpose of the present study was to investigate the impact of the pioneering orientation on the performance of new product (NPP) companies, with the mediating role of competitive tactics in export companies. Is. The statistical population includes managers, deputies and experts of marketing and sales department of selected export companies of Mazandaran province in winter of 1398, in 12 selected companies with 151 persons and sampling method with relative class with Cochran formula with 109 Determined. Data were analyzed by SPSS and SMARTPLS softwares. Confirmatory factor analysis was used to analyze the data. Testing the research hypotheses showed that pioneering orientation variable on cost control, differentiation in innovation and differentiation in marketing and differentiation in marketing had a significant and positive effect on new product performance. The differentiation tactics of marketing played a mediating role in influencing the pioneering orientation of new product performance, and the first, second, third, sixth and tenth hypotheses of the study were confirmed. Cost control variables, differentiation in innovation and pioneering orientation on new product performance had no significant effect. The fifth, seventh, eighth and ninth investigations were rejected.

Keywords : pioneering orientation competitive tactics new product performance export companies of mazandaran province