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

• Published in: Journal of strategic marketing Vol. 28; no. 2; pp. 123 - 135
• Main Authors: Thongpravati, Onnida, Reid, Mike, Dobele, Angela R.
• Format: Journal Article
• Language: English
• Published: London Routledge 17.02.2020; Taylor & Francis Ltd
• Subjects: before-launch; Innovations; market vision dimensions; market visioning competence dimensions; Market-driving; Product development; product innovation; programme performance
• ISSN: 0965-254X; 1466-4488
• 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.