How to improve new product performance through customer relationship management and product development management: evidence from China
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 10 June 2020
Issue publication date: 12 January 2021
Abstract
Purpose
This paper aims to investigate how to improve new product performance in turbulent circumstances of emerging economies.
Design/methodology/approach
This paper used regression analysis to examine the performance impact of customer relationship management (CRM) and product development management (PDM) concentration strategy in new product development (NPD). A detailed contingent analysis of the market and institutional environments in emerging economies is also conducted based on a survey of 114 Chinese high-tech manufacturers.
Findings
The research findings show that PDM has a stronger positive effect on new product performance than CRM in emerging economies and that the contingent effects of the market and institutional environment vary. More specifically, technological turbulence and enforcement inefficiency can positively moderate the relationship between CRM and new product performance, whereas the moderating effect of market turbulence on CRM is negative. Meanwhile, enforcement inefficiency negatively moderates the effect of PDM on new product performance, while the moderating effect of market turbulence on PDM is positive.
Research limitations/implications
This paper is limited to a survey of high-tech manufacturing enterprises in China. Further research should continues to explore and document the strategic issue about NPD in emerging economies by longitudinal study.
Originality/value
This paper contributed to theoretical and practical initiatives on the strategic issue of NPD and provided firms a further understanding of how to select the right NPD strategy in emerging economies to improve new product performance.
Keywords
Acknowledgements
Funding: The authors acknowledge National Natural Science Foundation of China: NSFC (71573079). The funding, HNSSKP (2017ZK3054) from the Soft Science Key Project of Hunan Province; and HNNSF (2018JJ3089) from the Natural Science Foundation of Hunan Province of China, is highly related to this study, and it was also supported in part by this project.
The authors thank the Editorial board, especially Editor Johnston, Wesley and two anonymous reviewers for their constructive comments and valuable suggestions.
Citation
Yan, J., Zheng, Y., Bao, J., Lu, C., Jiang, Y., Yang, Z. and Feng, C. (2021), "How to improve new product performance through customer relationship management and product development management: evidence from China", Journal of Business & Industrial Marketing, Vol. 36 No. 1, pp. 31-47. https://doi.org/10.1108/JBIM-05-2019-0190
Publisher
:Emerald Publishing Limited
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