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 |
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Pages (from-to) | 359-372 |
Journal | Industrial Marketing Management |
Volume | 35 |
Issue number | 3 |
DOIs | |
Publication status | Published - 2006 |
Corresponding author email
luigi.deluca@unibocconi.itKeywords
- 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