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Improving Marketing's Contribution to New Product Development (Results…
Improving Marketing's Contribution to New Product Development
Introduction
New Product Development (NPD)
Identifying customer needs and conducting a preliminary
market assessment
This activities fall under marketing’s
domain
Marketing is in heavy decline and little attention is paid to the marketing department’s knowledge and opinion
There is a sense that everyone can do marketing
Identify relevant marketing capabilities in order to improve marketing’s position in NPD
Firms need a marketing department that functions as an expert to execute the relevant functions with respect to NPD
Marketing department
influences on the NPD process
How marketing departments can reestablish
their integrity and their influence on corporate decisions?
The marketing department’s ability to link its strategies and actions to financial performance measures is a major factor driving its overall influence within the firm
Being innovative with regard to NPD
Conceptual Model
The new NPD process
Generating and transforming new
product ideas into commercial outputs as an integrated
flow
The marketing department’s main tasks are to
identify and understand customer needs and to assess the
market potential of new product ideas
Marketing department’s capabilities
Knowledge about customer needs, past experience,
forecasting, and responding to needs
The ability to
acquire knowledge based upon high-quality marketing
research
Provide knowledge and skills that connect the customer to
product design, functionalities, and quality issues
Marketing’s ability to translate customer needs into technical specifications
General knowledge of marketing and business issues
Model
Knowledge-Based Marketing Capabilities
Marketing Research Quality (MR)
Technical Skills (TS)
Knowledge about
marketing & general management (MK)
Marketing's Influence on NPD
Decision Influence (MI1)
Initiated NPD projects (MI2)
Innovation Performance
Business Performance
Results
The study
assesses the relationship between the three marketing capabilities and the two marketing influence measures
The Impact of Marketing Capabilities on the
Marketing Department’s Influence on NPD
The
quality of marketing research and the capability to translate customer needs into technical product specifications
positively contribute to both marketing influence measures
MR and the TS of the marketing department have a particularly great impact on marketing’s DI on NPD
MR emerges as the main underlying capability that helps marketing departments achieve high status within NPD
MK does not seem to drive the
influence of marketing, and this may be because every department within a firm must have a certain degree of
knowledge about general management and business
Accountability does not have a significant impact on
the variables that measure the marketing department’s influence on NPD.
Marketing Capabilities and
Innovation Performance
The most important marketing capability is
MR, which has a significant positive effect
on innovation performance
Decision Influence has a strong positive significant effect on innovation
performance.
The level of DI that marketing departments enjoy have a significant effect on innovation performance
There is
no direct effect of marketing’s TS on innovation performance
The Mediating Role of Marketing’s DI
This section tests whether this
influence also mediates the impact of marketing’s specific capabilities on innovation performance
Innovation Performance and Business Performance
Innovation performance significantly improves overall business performance