Summary

The distribution of power and influence within an organization, past product performance records, and product evaluations are not new for the literature and its effects to the performance and strategy of an organization have been extensively investigated. However, the impact of the changes and variability of the value of such factors across time and/or across different actors are largely overlooked. The main aim of this research is to explore and discuss how variability in consumer and expert evaluations and sales affects the performance of the organization in regard to sales and evaluations of future products, strategy in terms of the likelihood to explore new markets, and how the changes in marketing-R&D orientation strategy affect performance.