Abstract

DOMINGUEZ HERNANDEZ, María Luisa; HERNANDEZ GIRON, José de la Paz  and  GUZMAN CRUZ, Dora Lilia. The Process of Product Development, its Strategic Orientation and Performance in Santa Maria Atzompa's handcraft business. Contad. Adm [online]. 2008, n.225, pp.79-101. ISSN 0186-1042.

The aim of this paper is to show how during the process of product development a strategic orientation had an impact on the performance of nineteen handcraft firms located in Santa Maria Atzompa. The product development process lasted fifteen months and it consisted of following detailed procedures that facilitated the integration of acquired knowledge bases. This knowledge was gained through training activities. The paper tested a model that showed how the performance of the handcraft firms was affected by variables prior to performance. Performance was measured by means of sales and profits levels. The evidence found that quality and innovation orientation variables had the highest effect on performance while market and customer orientation only impacted on profits.

Keywords : strategic orientation; performance; handcraft; training.

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