This research investigates the impact of three strategic orientations—customer, competitive, and technological—on the performance of new products. It proposes a model where the firm's strategic orientation influences the characteristics of innovations and their subsequent market performance. The study suggests that the effectiveness of these orientations depends on the firm's environment. The results indicate that a strong technological orientation is crucial for developing superior innovations, while a competitive orientation is beneficial in high-growth markets. Firms should be consumer and technology oriented in markets with uncertain demand. A competitive orientation is useful for marketing innovations when demand is not too uncertain but should be de-emphasized in highly uncertain markets. The study also highlights the importance of interfunctional coordination in integrating the three strategic orientations to achieve successful innovation. The findings suggest that the appropriateness of a strategic orientation is not unconditional and depends on the market context. The research provides evidence for best practices in innovation management, emphasizing the need for firms to align their strategic orientations with market conditions to achieve superior performance.This research investigates the impact of three strategic orientations—customer, competitive, and technological—on the performance of new products. It proposes a model where the firm's strategic orientation influences the characteristics of innovations and their subsequent market performance. The study suggests that the effectiveness of these orientations depends on the firm's environment. The results indicate that a strong technological orientation is crucial for developing superior innovations, while a competitive orientation is beneficial in high-growth markets. Firms should be consumer and technology oriented in markets with uncertain demand. A competitive orientation is useful for marketing innovations when demand is not too uncertain but should be de-emphasized in highly uncertain markets. The study also highlights the importance of interfunctional coordination in integrating the three strategic orientations to achieve successful innovation. The findings suggest that the appropriateness of a strategic orientation is not unconditional and depends on the market context. The research provides evidence for best practices in innovation management, emphasizing the need for firms to align their strategic orientations with market conditions to achieve superior performance.