Purpose The effect of market orientation (MO) on new product development (NPD) has been widely discussed in recent research. This paper aims to summarize the theoretical and empirical literature in this field from 1990 to 2016. Design/methodology/approach A total of 89 papers were published in 15 top management journals over this period of nearly 30 years. Forty-one papers are identified as major research and recognized as five main streams by an approach of inductive. Findings Conclusions regarding trends in the literature on MO–NPD relationship and surfacing future research directions were drawn. Practical implications Managers can take a better understanding of the concept of MO. Moreover, they can find some approach to promote their firms’ NPD. Furthermore, they should keep in mind that MO’s effect on NPD may depend on different factors, and different types of MO may lead to different types of NPD. In addition, this paper provides researchers with systematic understanding of the literature in this area, and future research directions. Originality/value This is the novel paper to systematically review the literature on the effect of MO on NPD, and the first to classify the studies into five streams which provides clear directions for future research.

中文翻译：

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市场导向对新产品开发的影响：文献综述

目的在最近的研究中已经广泛讨论了市场导向（MO）对新产品开发（NPD）的影响。本文旨在总结1990年至2016年该领域的理论和经验文献。设计/方法论/方法在近30年的时间里，共在15种高级管理期刊上发表了89篇论文。有41篇论文被归纳为主要研究，并被归纳为五种主流。结果得出了有关MO-NPD关系的文献趋势的趋势结论，并提出了未来的研究方向。实际意义经理可以更好地理解MO的概念。此外，他们可以找到一些方法来促进其公司的NPD。此外，他们应该记住，MO对NPD的影响可能取决于不同的因素，而不同类型的MO可能导致不同类型的NPD。此外，本文还为研究人员提供了对该领域文献的系统性理解以及未来的研究方向。原创性/价值这是一篇新颖的论文，系统地回顾了关于MO对NPD的影响的文献，并且是第一个将研究分为五类的研究，为未来的研究提供了明确的方向。