The effect of customer-centric strategy and structure alignment on new product portfolio innovativeness and firm performance

Soo Hyung “Ralph” Park () and David A. Griffith ()
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Soo Hyung “Ralph” Park: Mays Business School Texas A&M University
David A. Griffith: Mays Business School Texas A&M University

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 5, No 3, 1306-1334

Abstract: Abstract The authors build on configuration theory to argue that the alignment of a customer-centric strategy and a customer-centric structure allows a firm to increase firm performance through new product portfolio innovativeness. They further contend that the influence of customer-centric strategy-structure alignment on new product portfolio innovativeness can be amplified by increasing the firm’s strategic resource emphasis toward R&D, relative to advertising. The model is tested using a 9-year panel dataset (2011–2019) involving 695 firm-year observations comprising 8,899 product launches across 91 firms. The findings indicate that new product portfolio innovativeness mediates the positive effect of customer-centric strategy-structure alignment on firm performance, and that the increase in strategic resource emphasis toward R&D amplifies the effect of customer-centric strategy-structure alignment on new product portfolio innovativeness. Implications for theory and practice are discussed.

Keywords: Customer-centric strategy; Customer-centric structure; New product portfolio innovativeness; Strategic resource emphasis; Firm performance (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-025-01082-9

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