Rana Zamin AbbasZulfqar AhmadAbdul Rafay2011-08-232011-08-232011Interdisciplinary Journal of Contemporary Research in Business, Vol 2(10), pp 118-127, February 2011https://escholar.umt.edu.pk/handle/123456789/252Purpose of this paper is to explore the three strategic orientations (customer, competitive, and technological) of the firm and new product performance.To understand which of three different strategic orientations is more appropriate, when and why it is so in the context of developing product innovations. To discuss Pakistani brands and develop prepositions with referrence to the working styles of Pakistani brands. It also discusses the theoretical and managerial implications for business in Pakistan.enStrategic OrientationMarket OrientationPropositionsPakistani brandsArticle