دانلود مقاله ISI انگلیسی شماره 43442
ترجمه فارسی عنوان مقاله

قابلیت بازاریابی، سازگاری سازمانی و عملکرد توسعه محصول جدید

عنوان انگلیسی
Marketing capability, organizational adaptation and new product development performance ☆
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
43442 2015 16 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 49, August 2015, Pages 151–166

ترجمه کلمات کلیدی
قابلیت بازاریابی - بهره برداری - اکتشاف - خارج از چشم انداز - عملکرد توسعه محصول جدید
کلمات کلیدی انگلیسی
Marketing capability; Exploitation; Exploration; Outside-in perspective; New product development performance
پیش نمایش مقاله
پیش نمایش مقاله  قابلیت بازاریابی، سازگاری سازمانی و عملکرد توسعه محصول جدید

چکیده انگلیسی

The authors propose a mediated moderation model that links marketing capability from an outside-in perspective, organizational adaptation mechanism exploitation and exploration, organizational structural factors, and new product development (NPD) performance. The model is tested using survey data from USA and China. The results suggest that marketing capability is positively associated with NPD performance. Moreover, exploitation and exploration respectively mediate the positive relationship between marketing capability and NPD performance. In addition, customer-based structure, decentralization, and interfunctional integration positively moderate the relationship between marketing capability and NPD performance. The results suggest that marketing capability is important for the firm to adapt to external changes as long as the firm aligns organizational structural factors with the requirement of marketing capability for exploitation and exploration in product innovation.