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Improving Marketing’s Contribution to New Product Development (New…
Improving Marketing’s Contribution to
New Product Development
Conceptual Model
The main tasks are to identify and understand customer needs and to assess the market potential of new product ideas
The process of generating and transforming new product ideas into commercial outputs as an integrated flow
Conducts marketing research in order to gain relevant information about customer needs and new product ideas
Concept Model
Knowledge-Based
Marketing Capabilities
Results
The Mediating Role of Marketing’s DI
The results confirm that the effect of TS
and MR on innovation performance is indeed mediated
by the DI of marketing
MR is complementary mediation
TS does not show any significant direct effect on innovation performance
As a result, it is necessary for a firm not only to develop these capabilities but also to ensure that the marketing department has the power to translate this knowledge into performancedriving activities and decisions within the NPD process
Marketing Capabilities and
Innovation Performance
No direct effect
The Impact of Marketing Capabilities on the
Marketing Department’s Influence on NPD
MKT department must create develop knowledge to create new products
To know and understand the consumer needs
Formal participation of market research and mkt department
Innovation Performance and Business Performance
The fit between the generic strategy and its implementation is more important than the chosen strategy
New Product Development
Assessing opportunities
Process represents the customer–product connection
MKT capabilities
Past experience
Knowledge about customer needs
Identifying customer needs
Process represents the customer– product connection
Expert Power - Expert Knowledge
Marketing Research
The importants of Marketing Deparment
Investigation
Innovation
Hypotheses Development and
Expected Effects
The TS of the marketing department are positively
related to the influence of marketing on NPD.
MK is positively related to the influence of marketing
on NPD.
MR is positively related to the influence of marketing
on NPD
The relationship between marketing capabilities and
innovation performance is mediated by marketing’s
influence on NPD
Research Methodology
Sample Description
Descriptive statistics about the average number of employees
Key Measures
It was distributed to 4 areas (marketing, sales, finance,
and R&D)
Data Collection
Questionnaires
Validity and Reliability of Measures
The reliability and validity of the scales
are further assessed by exploratory and confirmatory
factor analysis
CFA
EFA
Model Specification
econometric model
Knowledge Base Mkt Capabilities
Business
Performance
link
Controls
• Past market development
• Generic strategy
Innovation
Performance
link
Controls:
•General innovativeness
•Number of new products
•Firm size
•Short-term emphasis
Marketing's
Influence on NPD
Initiated NPD projects
link
Controls: MKT Department Characteristics
Environmental Characteristics
Firm Characteristics
Decision influence
