Strategic orientation and new product development performance: The role of networking capability and networking ability

Document Type

Article

Publication Date

7-1-2017

Abstract

While strategic orientation can represent an important antecedent to new product development (NPD) performance, research suggests that adopting a strategic orientation alone is not sufficient and a better understanding of contingencies is necessary. Based on the dynamic capability view of the firm, this study examines the effect of a firm's ability to connect with external network partners (networking capability) and the ability of NPD project managers to network with stakeholders within the firm (networking ability). The empirical results indicate that market orientation and entrepreneurial orientation are positively associated with NPD performance when a firm has sufficient networking capability to manage network dynamics and when the managers of NPD projects possess networking ability to successfully mobilize the support and advocacy of stakeholders within the firm. The results also show that NPD performance is highest when market (entrepreneurial) orientation, networking capability, and networking ability are all high, thus supporting the proposed three-way interaction.

Identifier

85000613681 (Scopus)

Publication Title

Industrial Marketing Management

External Full Text Location

https://doi.org/10.1016/j.indmarman.2016.09.007

ISSN

00198501

First Page

187

Last Page

201

Volume

64

Grant

71231002

Fund Ref

National Natural Science Foundation of China

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