文献类型：期刊文献

英文题名：Customer orientation and success in introduction of new products: an empirical study in an emerging economy

作者：Jiang, Wanxing[1];Li, Ji[2];Yan, Haifeng[3];Li, Hao[4];Chen, Mengyuan[5]

机构：[1]Shanghai Lixin Univ Accounting & Finance, Sch Business Adm, Shanghai, Peoples R China;[2]East China Univ Sci & Technol, Shanghai, Peoples R China;[3]East China Univ Sci & Technol, Sch Business, Shanghai, Peoples R China;[4]Dongbei Univ Finance & Econ, Sch Business Management, Dalian, Peoples R China;[5]Peking Univ, Guanghua Sch Management, Beijing, Peoples R China

年份：2019

卷号：35

期号：2

起止页码：306

外文期刊名：JOURNAL OF BUSINESS & INDUSTRIAL MARKETING

收录：;WOS:【SSCI(收录号:WOS:000508982600001)】；

语种：英文

外文关键词：Innovation; Business strategy; Integration; Automotive industry; Customer orientation; Cross-functional integration; NPI strategy; NPI success

摘要：Purpose The purpose of this paper is to investigate whether, when and how customer orientation may contribute to success in introduction of new products (SINP). Design/methodology/approach With a multi-phase and multi-source data collection approach, this study tested the proposed theoretical model by applying multiple regression with SPSS Process Macro. Findings Customer orientation positively influences cross-functional integration (CFI), which in turn facilitates SINP; a firm's new product introduction (NPI) strategy moderates customer orientation-CFI link. Originality/value This study empirically tests whether, why and when customer orientation may contribute to SINP. By suggesting the important role of customer orientation in improving SINP, the mediating effect of CFI and the moderating effect of NPI strategy, the current study should enrich the extant literature on customer orientation, CFI and NPI.