TY  - JOUR
AB  - Purpose– The purpose of this paper is to examine organizational project management (OPM) as an integrative mechanism to mediate marketing and technology strategies for innovative performance. In addition, the moderating effects of firm size and turbulence on the relationships between marketing strategy, technology strategy, OPM, and innovative performance are examined.Design/methodology/approach– The authors used empirical data derived from a survey of 5,000 firms worldwide in fast‐paced R&D intensive sectors. Respondents were typically chief technology officers or senior R&D managers. Fisher test and moderated regression analysis were applied on 715 usable questionnaires.Findings– Evidence is found that OPM has a positive effect on innovative performance; and intervenes in the relationship between both strategies and innovative performance. The results also show some moderating effects of turbulence.Practical implications– Marketing and technology strategies impact innovative performance, but part of this influence is established through OPM. Thus, OPM appears to be a good vehicle to translate strategies into concrete results. Project management can no longer be viewed as just a tool. Instead, OPM should be viewed as a decentralized, distributed function that is not innovative as such, but which supports innovation.Originality/value– To date, the research has not explored OPM as an alternative whereby firms can integrate marketing and technology strategies to drive innovative performance, even if the firm's ability to generate a stream of innovations has become increasingly important. Therefore, probing the OPM links become an interesting search.
VL  - 5
IS  - 2
SN  - 1753-8378
DO  - 10.1108/17538371211214905
UR  - https://doi.org/10.1108/17538371211214905
AU  - Sicotte Hélène
AU  - Drouin Nathalie
AU  - Delerue Hélène
ED  - Nathalie Drouin
ED  - Claude Besner
PY  - 2012
Y1  - 2012/01/01
TI  - Marketing and technology strategies for innovative performance: The OPM equation in different contexts
T2  - International Journal of Managing Projects in Business
PB  - Emerald Group Publishing Limited
SP  - 195
EP  - 215
Y2  - 2024/04/25
ER  -