<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-3359</journal-id>
<journal-title><![CDATA[Tec Empresarial]]></journal-title>
<abbrev-journal-title><![CDATA[Tec Empre.]]></abbrev-journal-title>
<issn>1659-3359</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-33592025000200053</article-id>
<article-id pub-id-type="doi">10.18845/te.v19i2.7905</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The influence of market orientation and new product development processes on new product success]]></article-title>
<article-title xml:lang="es"><![CDATA[La influencia de la orientación al mercado y los procesos de desarrollo de nuevos productos en el éxito de los nuevos productos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez-Lobatón]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Riva-Zaferson]]></surname>
<given-names><![CDATA[Franco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Seclen-Luna]]></surname>
<given-names><![CDATA[Jean Pierre]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Pontificia Universidad Católica del Perú Departamento Académico de Ciencias de la Gestión ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Pontificia Universidad Católica del Perú Departamento Académico de Ciencias de la Gestión ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Pontificia Universidad Católica del Perú Departamento Académico de Ciencias de la Gestión ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>19</volume>
<numero>2</numero>
<fpage>53</fpage>
<lpage>69</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-33592025000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-33592025000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-33592025000200053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Since not all new products are introduced to the market successfully, the quality of the new product development process and its technical or market focus are of special importance. Many studies based on large companies in developed economies show that market orientation is a key factor for success. Despite this, little attention is still paid to this issue in developing economies. The purpose of this study is to analyze to what extent the success of new products depends on the rigor with which new product development processes are carried out and their market orientation. Using a dendrogram with the Ward&#8217;s linkage method on a sample of 140 manufacturing companies from Peru, three clusters of companies were identified. The clusters that report the greatest success are those characterized by superior quality and a strong technical orientation.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: 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.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[NPDP]]></kwd>
<kwd lng="en"><![CDATA[New Products]]></kwd>
<kwd lng="en"><![CDATA[Market-Oriented]]></kwd>
<kwd lng="en"><![CDATA[Technological orientation]]></kwd>
<kwd lng="en"><![CDATA[Peru]]></kwd>
<kwd lng="es"><![CDATA[PDNP]]></kwd>
<kwd lng="es"><![CDATA[Nuevos Productos]]></kwd>
<kwd lng="es"><![CDATA[Orientación al Mercado]]></kwd>
<kwd lng="es"><![CDATA[Orientación Tecnológica]]></kwd>
<kwd lng="es"><![CDATA[Perú]]></kwd>
</kwd-group>
</article-meta>
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