Determinants of speed to market in the context of the emerging Indian market

Abstract

Purpose

The purpose of this paper is to determine the antecedents of speed to market (SM). Further, a model was established on SM with the organizational variables of enacting organizational environment (EOE), organizational infrastructure (OI), project complexity (PC) and creation of collective mind (CCM).

Design/methodology/approach

This research was based on structured survey questionnaire data of 415 managers from private and public sector firms in India. The data analysis was carried out with SPSS 20 and AMOS 18 for structural equation modeling.

Findings

Research results indicated that the exogenous factors were EOE and OI. PC and CCM were the intervening variables and SM was the endogenous variables. The result indicated that there was significant positive relationship between EOE and PC, EOE and CCM. There was also a significant positive relationship between the variables EOE with PC, OI with PC and CCM with PC. Finally there existed a significant positive relationship between PC and SM and CCM and SM.

Research limitations/implications

This research study was one of the first research studies developing a model on SM with the exogenous variables of EOE and OI and the intervening variables of PC and CCM.

Practical implications

The managers in both public and private sector organizations looking to create and sustain competitive advantage by providing a fast and apt response to market demand by product development can use the inputs from the study. Organizations should be developed in such a manner to enrich the EOE and have a agile and flexible OI. This would help organizations in having CCM and undertake PC. A well-coordinated effort encompassing all these would help the organization to have a fast and steady SM.

Originality/value

This research was one of the very first studies relating SM with EOE, OI, PC and CCM in an emerging market context.

Citation

Bhattacharyya, S.S., Jha, S. and Fernandes, C. (2015), "Determinants of speed to market in the context of the emerging Indian market", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 5, pp. 784-800. https://doi.org/10.1108/APJML-12-2014-0172