Author:
Kam Sing Wong Stanley,Tong Canon
Abstract
PurposeThis research seeks to investigate key determinants of new product success (NPS) from the perspective of new product development (NPD) team leaders in the electronics industry in China. A model is proposed investigating the interplay among elements of market orientation and the moderating effects of customer and competitor orientations on the relationship between R&D‐Marketing cooperation and NPS.Design/methodology/approachData were collected from 217 respondents to an online questionnaire that had been sent to 3,000 potential participants randomly selected from electronics firms across China. Regression analysis was used to analyse the data.FindingsResults from the research support the hypotheses that NPS is driven by R&D‐Marketing cooperation, customer and competitor orientations. Also, the association between R&D‐Marketing cooperation and NPS is moderated by customer and competitor orientations.Practical implicationsThis research confirms the positive role that R&D‐Marketing cooperation plays in NPS and the moderating effects of customer and competitor orientations on the association between R&D‐Marketing cooperation and NPS. The findings are of relevance to management practitioners as developing successful new products has become an ever more pressing issue in the wake of rising labour cost and increasing market competition.Originality/valuePrevious NPD literature has focused primarily on NPD activities in Western and developed countries. This research fills the research gap by identifying the empirical links between R&D‐Marketing cooperation and NPS. It is the first to examine the moderating effects of customer and competitor orientations in the relationship between R&D‐Marketing cooperation and NPS of electronics firms in China.
Subject
Management of Technology and Innovation
Reference107 articles.
1. Achrol, R.S. and Kotler, P. (1999), “Marketing in the network economy”, Journal of Marketing, Vol. 63, pp. 146‐63, special issue.
2. Ar, I.M. and Baki, B. (2011), “Antecedents and performance impacts of product versus process innovation: empirical evidence from SMEs located in Turkish science and technology parks”, European Journal of Innovation Management, Vol. 14 No. 2, pp. 172‐206.
3. Armstrong, J.S. and Collopy, F. (1996), “Competitor orientation: effects of objectives and information on managerial decisions and profitability”, Journal of Marketing Research, Vol. 33 No. 2, pp. 188‐99.
4. Armstrong, J.S. and Green, K.C. (2007), “Competitor‐oriented objectives: the myth of market share”, International Journal of Business, Vol. 12 No. 1, pp. 116‐34.
5. Armstrong, J.S. and Overton, T.S. (1977), “Estimating nonresponse bias in mail surveys”, Journal of Marketing Research, Vol. 14 No. 3, pp. 396‐402.
Cited by
62 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献