Base of the pyramid orientation, imitation orientation and new product performance in an emerging market
研究了新兴市场中金字塔底层导向如何通过模仿导向影响新产品绩效，并发现竞争强度和恶性竞争分别起负向和正向调节作用，对关注低收入市场战略的学者有参考价值。
This study investigates the effect of base of the pyramid (BOP) orientation on new product performance through the mediating mechanism of imitation orientation. Using time-lagged data from 505 new ventures, the results revealed that (1) BOP orientation positively influences imitation orientation, (2) imitation orientation mediates the relationship between BOP orientation and new product performance, (3) competitive intensity has a negative moderating effect on the relationship between imitation orientation and new product performance, and (4) dysfunctional competition positively moderates the effect of imitation orientation on new product performance. These findings provide a nuanced understanding of the role of BOP orientation in the context of new product performance by introducing imitation orientation as a mediating mechanism. The implications for theory development and directions for future research are discussed.