MARKET DOCTRINE (MD), CREATIVITY, AND NEW PRODUCT PERFORMANCE IN INTERNATIONAL MARKETS

Market doctrine (MD) is a relatively new concept in the marketing literature. When first introducing, Challagalla, Murtha, and Jaworski (2014; CMJ hereafter) defined MD as "a firm's unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices" (p. 4). Thus, MD ensures consistent decisions across firms' departments. MD's importance was recognized by the Journal of Marketing, which bestowed the 2014 Harold H. Maynard Award on the authors, citing their paper as the most significant contribution to marketing theory and thought of that year. CMJ viewed marketing creativity as an outcome of MD. Such creativity, in tandem with new product creativity, is an antecedent of new product performance (Im and Workman 2004). Thus, given that MD is a new concept with a potential impact on the success of new products, it is important to study this relationship.