کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5111077 1483438 2017 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Strategic orientation and new product development performance: The role of networking capability and networking ability
ترجمه فارسی عنوان
جهت گیری استراتژیک و عملکرد توسعه محصول جدید: نقش توانایی شبکه و توانایی شبکه
کلمات کلیدی
جهت گیری استراتژیک، جهت گیری بازار، جهت گیری کارآفرینی، قابلیت شبکه، توانایی شبکه، توسعه محصول جدید،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 64, July 2017, Pages 187-201
نویسندگان
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