Doctoral thesis of Philosophy: Market-driving innovation: Understanding the critical success factors at the front end of the development process

The research extends the understanding of these factors through the incorporation of Absorptive Capacity (ACAP). Accordingly, a model is developed that integrates ACAP, MVC and MV with market-driving innovation performance, comprising before-launch stage performance, post-launch stage performance and financial performance. External and internal structural factors relevant to the firm such as size and the nature of its competitive environment are also considered as moderators in the model. The data were derived from a web-based survey of 179 managers from top innovative companies in Thailand. The focus of the research was at the NPD program level.