Customer orientation for decreasing time-to-market of new products: IT implementation as a complementary asset

Taiwen Feng, Linyan Sun, Valerie Chunyan Zhu, Amrik Singh Sohal

Research output: Contribution to journalArticleResearchpeer-review

66 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)929 - 939
Number of pages11
JournalIndustrial Marketing Management
Issue number6
Publication statusPublished - 2012

Cite this