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Article
Publication date: 14 June 2021

Shashishekar M.S., Sandip Anand and Arun Kumar Paul

Smart connected products (SCP) are the new archetype of products evolving. SCP are subtly changing the product-centric business to system-centric. Development and monetization of…

654

Abstract

Purpose

Smart connected products (SCP) are the new archetype of products evolving. SCP are subtly changing the product-centric business to system-centric. Development and monetization of new SCP is an uphill task, it necessitates unique market orientation and business models. The purpose of this study is to establish a framework of variables influencing new smart connected products performance (NSCPP) at the market place, suggest methods to operationalize the framework.

Design/methodology/approach

The study identified key variables influencing NSCPP from existing literature. Conceptualized unique theoretical frameworks of these variables and empirically validated structural relationships. The study performed structural equation modeling using the data collected from 163 respondents having managed the development and monetization of 138 new SCP launches.

Findings

The study established structural relationships among selected variables proactive market orientation (ProMO), new product development proficiency (NPDPro) and business model innovation (BMoI). It revealed that the effect of ProMO is manifested through NPDPro. BMoI and NPDPro significantly influence NSCPP.

Practical implications

The study presented “ProMO Canvas” to plan and operationalize ProMO integrated with new product development (NPD) stage-gate activities. The study suggested the practitioners to execute ProMO activities preceding NPD activities and execute NPD, business model development activities in parallel to attain superior NSCPP.

Originality/value

This study is a novel effort to derive a unique empirical framework of variables ProMO, NPDPro and BMoI to attain superior NSCPP.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Available. Open Access. Open Access
Article
Publication date: 7 March 2023

Sho Yuki and Tomokazu Kubo

Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various…

1738

Abstract

Purpose

Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product differentiation.

Design/methodology/approach

Drawing on the exploration–exploitation literature, the authors considered PMO and postponement as types of exploration and exploitation, respectively. The authors hypothesized that postponement hampers the positive effect of PMO on product differentiation. The authors tested the hypotheses empirically by applying ordinary least squares regression to a sample of 187 brand managers in the Japanese apparel industry.

Findings

PMO is positively related to product differentiation, although the relationship is weakened when design and production systems are postponed, that is, when postponement hinders product differentiation.

Originality/value

Previous studies have examined market orientation and postponement (logistics) separately. However, referring to the exploration–exploitation literature, the authors built a conceptual and empirical bridge between market orientation and logistics management and proposed that this configuration is important for product differentiation.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 13
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 5 May 2023

Jiangfeng Ye, Shunqing Shi and Yanan Feng

This investigation seeks to elaborate on how proactive market orientation (MO) and responsive MO motivate firms to conduct business model innovation (BMI) through the breadth of…

354

Abstract

Purpose

This investigation seeks to elaborate on how proactive market orientation (MO) and responsive MO motivate firms to conduct business model innovation (BMI) through the breadth of market knowledge search (BMKS) and the depth of market knowledge search (DMKS).

Design/methodology/approach

Based on the survey data of 259 high-tech firms in the industrial parks of the Yangtze River Delta, this study uses multiple hierarchical regressions to examine the hypotheses and conducts Sobel and bootstrapping methods to further test the mediating effects.

Findings

The findings indicate that the positive effects of proactive and responsive MO on BMI are mediated by BMKS and DMKS. It also shows that proactive MO has a greater impact on BMKS than responsive MO, while responsive MO has a stronger impact on DMKS than proactive MO.

Practical implications

Firms with different MOs can choose different types of market knowledge search to promote BMI, which reminds managers to give attention to the importance of bridging MOs with knowledge search strategies in BMI.

Originality/value

This study introduces a constructive theoretical framework by examining the roles of MO and market knowledge search on BMI. The findings reveal that MO as a key initiating factor and market knowledge search as an important conduit play vital roles in the experimental process of BMI and identify the differential effects of proactive and responsive MO on two types of market knowledge search.

Details

European Journal of Innovation Management, vol. 27 no. 8
Type: Research Article
ISSN: 1460-1060

Keywords

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Article
Publication date: 26 August 2022

Jinfeng Wang, Luyao Zhang, Kuo-Yi Lin and Lijie Feng

The desired outcome in the new product development (NPD) effort is the timely commercialization of a profitable product. Whether marketing can benefit from the NPD case study is a…

431

Abstract

Purpose

The desired outcome in the new product development (NPD) effort is the timely commercialization of a profitable product. Whether marketing can benefit from the NPD case study is a critical but underresearched issue. The purpose of this study is to investigate the usage and quality of NPD case studies in business and industrial marketing.

Design/methodology/approach

To investigate the prevalence and research quality of case studies on NPD in business and industrial marketing, 317 case studies published in mainstream journals over the past decade (2010–2020) are reviewed.

Findings

This study finds that the distribution of quantity and quality of case studies fluctuates across journals. The scores on the evaluation template for the different case study stages vary widely across journals. This indicates that different journals have different criteria and priorities for NPD case studies. By focusing on different issues, enterprises can quickly find appropriate journals and case results according to their own needs.

Originality/value

This paper can help spark a debate about the implementation and quality of NPD case studies, including future studies and practical applications. To the best of the authors’ knowledge, no similar study has been found in existing studies.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0885-8624

Keywords

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