The high product failure rate has been a major concern for businesses for decades. It has become extremely important for companies to understand the critical determinants of new product success and failure to be able to develop successful products for markets. The main objective of this research study is to explore the link between market orientation and new product performance through a structural model by taking into account the possible mediating effects of the organization's strategic capabilities--organizational innovativeness and learning orientation. The proposed model was tested over a sample of 111 NPD projects from the US manufacturing industry. The study results revealed that market orientation positively influences learning orientation and new product performance. The results suggest that developing a strong market orientation provides an appropriate foundation for a learning orientation to flourish which drives the level of innovativeness within the organization.