THE ROLE OF MARKET KNOWLEDGE TYPE ON PRODUCT INNOVATION PERFORMANCE
| Autor: | Dan Alex Petrovici, Michael Obal, Bryn Walton, Andrew Fearne |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Product innovation
Market uncertainty business.industry Strategy and Management 05 social sciences Sample (statistics) Tacit knowledge Management of Technology and Innovation 0502 economics and business New product development 050211 marketing Business Business and International Management 050203 business & management Industrial organization |
| Zdroj: | International Journal of Innovation Management. 24:2050046 |
| ISSN: | 1757-5877 1363-9196 |
| DOI: | 10.1142/s1363919620500462 |
| Popis: | While it is understood that market knowledge can positively impact product innovation performance (PIP), a better understanding on the nuanced roles of different aspects of market knowledge is needed. More specifically, we aim to gain an understanding of how different types of market knowledge, such as tacit knowledge, are developed and utilised, especially in high uncertainty environments. This research was conducted with a sample of in-depth interviews with industry experts in new product development in the UK grocery sector ([Formula: see text]) followed up by a survey of 193 companies from the UK grocery sector. The study proposes two measures of market information-gathering activities (MIGA) and market knowledge volume informed by input from experts in the UK grocery sector. Results show that MIGA have a positive effect on market knowledge volume and specificity. Market knowledge volume and specificity consequently have a direct effect on PIP. Finally, market knowledge tacitness is positively moderated by market uncertainty. That is, market knowledge tacitness is most impactful in high uncertainty environments, but offers limited benefit in low uncertainty environments. This study provides evidence of how market knowledge-gathering activities and types can positively impact new product performance, especially in high uncertainty environments. |
| Databáze: | OpenAIRE |
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