Customer Oriented Marketing Capabilities and Firm Performance Mediated by New Product Development Capabilities and Moderated by Environmental Turbulence
Harram A* and Fozia M
Management Sciences Department, Army Public College of Management and Sciences (APCOMS), (Affiliated with UET, Taxila), Rawalpindi, Pakistan
- *Corresponding Author:
- Harram Aneeqa
BBA Student, Management Sciences Department
Army Public College of Management and Sciences (APCOMS)
(Affiliated with UET, Taxila), Rawalpindi, Pakistan
Tel: + +92 51 5827830
E-mail: [email protected]
Received date: July 23, 2015; Accepted date: August 26, 2015; Published date: September 01, 2015
Citation: Harram A, Fozia M (2015) Customer Oriented Marketing Capabilities and Firm Performance Mediated by New Product Development Capabilities and Moderated by Environmental Turbulence. Int J Econ Manag Sci 4:282. doi: 10.4172/21626359.1000282
Copyright: © 2015 Harram A, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
This study is carried out to analyze the impact of customer oriented marketing capabilities on firm performance mediated by new product development capabilities. The manufacturing sector of Pakistan is selected for this study and data was collected from managers who are involved in marketing and product development decisions. The sample size for this research was 100. The results were analyzed using statistical tools. Reliability of data is measured through Cronbach’s Alpha, correlation, regression and mediating regression analysis was also assessed. The results were positive and all of the hypothesized relations were supported. This study is significant for the top level management of different organizations to improve their overall performance through marketing and new product development capabilities in order to retain their customers and to cope with ever dynamic market.