Investigating the effect of dimensions of organizational approaches on new product success through variables of customer knowledge management and market knowledge

Competition in the current market to survive in this turbulent scene requires appropriate orientation of companies and organizations. Companies, especially innovative companies, should produce products appropriate with environment and market conditions to ensure their survival in the completion scene by information they obtain from customers, market, and competitors. The aim of this study was to examine the impact of organizational approaches to new product success through customer knowledge management and market knowledge. This study is applied in terms of objective, and it is survey-descriptive and correlational in terms of data collection. The study population consisted of managers and experts on knowledge-oriented institutions of science and technology parks of Persian Gulf. The sample size of the study included 96 individuals in which simple random sampling method was used. Data were collected using questionnaire. The validity of questionnaire was confirmed through the content validity and reliability was confirmed by Cronbach's alpha coefficient. For data analysis, structural equation modeling by smart PLS software was used. The results showed that there is significant and direct correlation between market-orientation approach of organization and customer knowledge management, technology orientation approach of organization and customer knowledge management, market knowledge management and new products success, and customer knowledge management and new products success. However, there was no significant and direct correlation between technology orientation approach of organization and customer knowledge management, and entrepreneurial orientation approach of organization and market knowledge.