The Effects of Integrative Strategies Along the Supply Chain on NPD Success

Alejandro Bello-Pintado, Carlos Bianchi and Javier Merino-Diaz- de-Cerio
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Alejandro Bello-Pintado: Department of Business Administration and INARBE-Institute of Advanced Research in Business and Economics, Public University of Navarre, Navarra, Spain
Carlos Bianchi: ��IECON, Instituto de Economía Universidad de la República, UDELAR, Montevideo, Uruguay
Javier Merino-Diaz- de-Cerio: Department of Business Administration and INARBE-Institute of Advanced Research in Business and Economics, Public University of Navarre, Navarra, Spain

International Journal of Innovation and Technology Management (IJITM), 2023, vol. 20, issue 03, 1-24

Abstract: This study analyses the effects of different integrative strategies related to supply chain (SC) actors (suppliers, customers and internal manufacturing) in the early stages of new product development (NPD) on NPD success. Relying on various theories and related empirical evidence, we state three hypotheses and empirically test them using multi-country and multi-industry data from 309 manufacturing plants. The results show that different strategies of involvement explain different NPD success. We observed that integrative practices involving three distant actors have a positive impact on all NPD success indicators. We also observed that NPD success related to specific purposes, for example, market or internal processes, can be obtained with simpler combinations of collaboration. This shows the significance of choosing a differentiated portfolio of SC partners based on cognitive distance to achieve success in different NPD performance measures. Our results confirm that the types of partners are determinants in achieving different NPD success and that there are different alternatives to achieve success. These results have implications for managers to optimise the allocation of limited resources when cooperating with different agents in NPD projects.

Keywords: New product development; supply chain involvement; new product development performance (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1142/S0219877023500153

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