A Study on the Influence of Market Orientation on New Product Success of Schiele Company and its Agencies

This research primarily aims at investigating the relation between the marketing, research and development unit's coordination with new product success. The basic model of this research is based on an article written by Wong and Tong (2012). The population includes the employees of Schiele Company and its agencies. The sample size was determined 103 people using Cochran Formula. Structural equation model has been used in this research for data analysis. This analysis has been made based on regression relations. The regression analysis results showed that the following hypotheses have are confirmed: The coordination of marketing and research and development unit has a significant effect on new product success.