THE IMPACT OF MARKET ORIENTATION ON CUSTOMER KNOWLEDGE DEVELOPMENT AND NPD SUCCESS

Tsun-Jin Chang (), Wen-Chiang Chen (), Ling Zhong Lin () and James Shan-Kou Chiu ()
Additional contact information
Tsun-Jin Chang: Department of Marketing Management on Kaohsiung Campus, Shih Chien University, 200, University Road, Neimen Hsiang, Kaohsiung County 845, Taiwan, ROC
Wen-Chiang Chen: Department of Marketing Management on Kaohsiung Campus, Shih Chien University, 200, University Road, Neimen Hsiang, Kaohsiung County 845, Taiwan, ROC
Ling Zhong Lin: Department of Marketing Management on Kaohsiung Campus, Shih Chien University, 200, University Road, Neimen Hsiang, Kaohsiung County 845, Taiwan, ROC
James Shan-Kou Chiu: Department of Marketing Management on Kaohsiung Campus, Shih Chien University, 200, University Road, Neimen Hsiang, Kaohsiung County 845, Taiwan, ROC

International Journal of Innovation and Technology Management (IJITM), 2010, vol. 07, issue 04, 303-327

Abstract: The ability to develop and understand customer new product preferences in response to changing market trends is shown to be as a key to new product success. Given the significance of developing customer preferences and the increasing use of cross-functional new product teams in the NPD process, the authors examine how customer knowledge development is affected by characteristics of cross-functional new product teams in a market-oriented organizational context. On the basis of a study of 228 new product project managers in the R&D or marketing area, the authors find that customer knowledge development is positively influenced by customer orientation, competitor orientation, and cross-functional integration. Interestingly, lead users' involvement has a positive quadratic effect on customer knowledge development in terms of marketing respondents. However, cross-functional integration weakens the positive effects of both customer orientation and competitor orientation on customer knowledge development. Our results also reveal a clear R&D–marketing split on the main effect of the proposed antecedents.

Date: 2010
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219877010001982
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitmx:v:07:y:2010:i:04:n:s0219877010001982

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219877010001982

Access Statistics for this article

International Journal of Innovation and Technology Management (IJITM) is currently edited by H K Tang

More articles in International Journal of Innovation and Technology Management (IJITM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().