The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures

被引:157
作者
Atuahene-Gima, K
Li, HY
de Luca, LM
机构
[1] Bocconi Univ, Dept Management, I-20122 Milan, Italy
[2] Rice Univ, Jesse H Jones Grad Sch Management, Houston, TX 77005 USA
[3] China Europe Int Business Sch, Shanghai 201206, Peoples R China
关键词
marketing strategy; strategy innovativeness; strategic decision-making; new ventures; product development; performance; China;
D O I
10.1016/j.indmarman.2005.05.017
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study extends research on entrepreneurial behavior by investigating the relationship between the marketing strategy innovativeness (MSI) and new product performance in technology-based new ventures in China. Specifically, premised on contingent resource-based view we argue that MSI is a firm capability that must be bundled with external managerial relationships and be deployed in the appropriate environment to ensure its success. We found that the team's extra industry relationships and market dynamism enhanced the impact of MSI on new product performance. In contrast, top management team's intraindustry relationships, financial relationships, and technology dynamism hindered the impact of MSI on new product performance. (c) 2006 Elsevier Inc. All rights reserved.
引用
收藏
页码:359 / 372
页数:14
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