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

Kwaku Atuahene-Gima; Haiyang Li; Luigi M. De Luca

doi:10.1016/j.indmarman.2005.05.017

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

Kwaku Atuahene-Gima (First Author), Haiyang Li (Participant Author), Luigi M. De Luca (Participant Author)

Bocconi University

Research output: Contribution to journal › Journal

101 Citations (Web of Science)

Abstract

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.

Original language	English
Pages (from-to)	359-372
Journal	Industrial Marketing Management
Volume	35
Issue number	3
DOIs	https://doi.org/10.1016/j.indmarman.2005.05.017
Publication status	Published - 2006

Corresponding author email

luigi.deluca@unibocconi.it

Keywords

ANTECEDENTS
COMPETITIVE ADVANTAGE
CONSEQUENCES
China
DYNAMIC CAPABILITIES
FIRM PERFORMANCE
ORGANIZATIONS
ORIENTATION
RESOURCE-BASED VIEW
TIES
UNCERTAINTY
marketing strategy
new ventures
performance
product development
strategic decision-making
strategy innovativeness

Indexed by

ABDC-A*
Scopus
SSCI

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Atuahene-Gima, K., Li, H., & De Luca, L. M. (2006). The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management, 35(3), 359-372. https://doi.org/10.1016/j.indmarman.2005.05.017

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

Abstract

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Keywords

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