La influencia de la orientación al mercado y los procesos de desarrollo de nuevos productos en el éxito de los nuevos productos
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Debido a que no todos los nuevos productos tienen éxito en su introducción al mercado, la calidad del proceso de desarrollo de nuevos productos y su enfoque en actividades técnicas o de mercado adquieren una importancia especial. Muchos estudios basados en grandes empresas de economías desarrolladas muestran que la orientación al mercado es un factor clave para el éxito. A pesar de esto, en economías en desarrollo, como las de los países latinoamericanos, todavía se presta poca atención a esta cuestión. El propósito de este estudio es analizar en qué medida el éxito de un nuevo producto depende del rigor con el que se llevaron a cabo las actividades de desarrollo de nuevos productos y su orientación al mercado. Utilizando un dendrograma con el método de vinculación de Ward para 140 empresas manufactureras del Perú, se identificó tres grupos de empresas. Los grupos que informaron el mayor éxito son aquellos que se caracterizaban por una calidad superior y una fuerte orientación técnica.
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