Proactive Market Orientation in U.S. Medical Manufacturing Industry

John DeFoggi DBA and Jeffrey M. Buck PhD

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Market Orientation is a construct which has been widely discussed and researched over the last two decades. Until now it has not been studied within a specific industry with such a high impact as the medical manufacturers in the United States. This book looks at the extant literature on the topic of market orientation and builds on Narver, Slater, & MacLachlan''s concept of Proactive Market Orientation. A systematic assessment of key new product metrics are evaluated in relationship with proactive market orientation. The United States medical manufacturing industry is evaluated due to its commitment to innovation and investment in new products. There are surprising results and new insights into which metrics are most productive in managing new product development.

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