Strategy orientation, synergy, and new product performance: A quantitative review

This study reviews the effects of strategy orientation and synergy on new product performance using a meta-analytic approach. Based on empirical studies published before 2011, this study reveals interesting findings. First, the bivariate correlations show that market orientation and technological synergy are identified as the dominant drivers of new product performance. Second, moderator regression analyses demonstrate that strategy orientation and synergy have stronger associations with new product performance in traditional manufacturing markets. Third, the association of marketing synergy and new product performance is weaker in advanced countries.