TY - JOUR
T1 - Customer orientation for decreasing time-to-market of new products: IT implementation as a complementary asset
AU - Feng, Taiwen
AU - Sun, Linyan
AU - Zhu, Valerie Chunyan
AU - Sohal, Amrik Singh
PY - 2012
Y1 - 2012
N2 - To extend new product development (NPD) research, this study proposes and tests a theory of complementarities between information technology (IT) implementation and customer orientation. In addition, this study provides a fine-grained analysis of associations between various aspects of customer orientation and time-to-market of new products. The data comes from 176 manufacturing companies in China. This study tests the hypotheses that three dimensions of customer orientation shorten time-to-market of new products, and IT implementation moderates the relationship between customer orientation and time-to-market of new products. Regression results indicate that (1) customer focus, customer involvement and communication with customers have significantly negative effects on time-to-market of new products; (2) IT implementation plays a role of complementary asset to customer involvement and communication with customers. We discuss the implications of the findings for a contingency theory of time-to-market reduction through customer orientation, for future research and for managerial practices.
AB - To extend new product development (NPD) research, this study proposes and tests a theory of complementarities between information technology (IT) implementation and customer orientation. In addition, this study provides a fine-grained analysis of associations between various aspects of customer orientation and time-to-market of new products. The data comes from 176 manufacturing companies in China. This study tests the hypotheses that three dimensions of customer orientation shorten time-to-market of new products, and IT implementation moderates the relationship between customer orientation and time-to-market of new products. Regression results indicate that (1) customer focus, customer involvement and communication with customers have significantly negative effects on time-to-market of new products; (2) IT implementation plays a role of complementary asset to customer involvement and communication with customers. We discuss the implications of the findings for a contingency theory of time-to-market reduction through customer orientation, for future research and for managerial practices.
U2 - 10.1016/j.indmarman.2011.11.027
DO - 10.1016/j.indmarman.2011.11.027
M3 - Article
VL - 41
SP - 929
EP - 939
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 6
ER -