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Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance.

In this research, an on-site survey of Iranian, research and development- intensive, manufacturing firms was carried out to examine the proposed hypotheses. Based on the 179 workable survey responses, a covariance-based structural equation modeling was applied to verify the proposed theoretical model.

The empirical findings reveal that the effects of market orientation or launch proficiency alone are not significant while the complementarity between them significantly influences new product performance. These research outcomes suggest that this complementarity leads to a bidirectional co-specialization relationship in firms, promoting both market intelligence generation processes and product-launch capabilities, and therefore resulting in superior new product performance.

The current characterization of the resource-based theory signifies that strategic resources merely have potential value and actualizing this value needs complementary organizational capabilities. Furthermore, the literature notably lacks empirical findings supporting these complementarities. Therefore, the findings concerning the bidirectional co-specialization between market orientation and launch proficiency not only provide empirical support for the dynamic capabilities theory but also address recent research calls to identify and calibrate the importance of dynamic capabilities for leveraging market orientation on new product performance.

This research tested a model in both Germany and the USA that contained marketing variables known to impact new product development success in high technology firms. We explore the link between national culture and new product development. A multi‐group LISREL analysis revealed that while the model structure is valid for both countries, the impact of certain marketing factors on commercial product success differed. The analysis revealed that the mean values of the marketing factors differed significantly in each country. The most important determinant of new product success in both countries is proficiency in product launch activities. Marketing skills also positively impact product success in both countries. Top management support and involvement was also an important predictor of new product success in Germany, but the impact was negative. The potential impact of culture on the findings is discussed.

The importance of new product development to the survival and success of firms is well supported in the literature; however, few studies have investigated new product development in small to medium‐sized enterprises (SMEs). This study aims to examine the impact of product launch, product advantage and market orientation on new product development performance and organisational performance in SMEs.

This model was tested using data collected from 48 small and large sized firms in Ireland. Findings from 33 small and 15 large firms were compared, and a correlation analysis was used to establish the relationships defined in the model for both small and large firms.

The study identified several significant differences between the impact of product launch, product advantage and market orientation on new product development and organisational performance in small and large firms. It also indicated several areas in which small firms can improve their new product and organisational performance.

This research builds on prior empirical research that has established a positive link between customer and competitor orientation and performance of small firms.

The managerial implications suggest that managers need to place a greater emphasis on product launch proficiency, new product characteristics and market orientation.

The results show that a market orientation, as well as having a direct impact on organisational performance, also affects new product development activities.

The competitiveness of the transition countries depends on the ability of their companies to develop successful new products. Using 14 success factors proposed by Cooper and Kleinschmidt, their impact on the success of Slovenian new products was analysed, in order to obtain information needed to facilitate the development of new products in the transition countries. The comparison of the results obtained by Slovenian study with the results of other similar studies showed significant difference. It can be explained by the lack of the companies’ ability to innovate.

The purpose of the study is to study the relation between new product development (NPD) innovation and NPD best practices in an organization with respect to NPD performance in the backdrop of Indian manufacturing industry.

Performance indices are developed based on NPD innovation and NPD best practices in an organization. Based on the developed performance indices, a cluster typology or classification of surveyed organizations is conducted. Different hypotheses are generated and tested to chet1ck the relation between NPD best practices and NPD innovation in an organization with respect to NPD performance in the Indian manufacturing industry.

The following results were obtained: there is a positive effect on NPD performance for those organizations that strongly implement NPD best practices; the stronger the NPD innovation, the higher the NPD performance; and stronger organizations' ability for NPD innovation has positive relationship with NPD best practices. Hence, it is proven that, “the stronger the NPD innovation in an organization, with defined NPD best practices, the better the NPD performance”.

According to the author’s knowledge, no study is reported in literature which addresses the effect of NPD best practices and NPD innovation in an organization with respect to performance in the Indian manufacturing industry.

The purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field.

A systematic review of published empirical literature from peer-reviewed journals focusing on an 11-year period, 2010–2020, was undertaken. Further, bibliometric and text mining analyses were conducted using VOSviewer and Leximancer software programmes.

This analysis of 36 journal articles reveals that NSD research is a dynamic field with an increasing number of quantitative, multi-country and multi-method studies encompassing a variety of geographical settings and industries.

Doing justice to this vibrant field of research and its managerial importance, the authors create an overview of existing empirical studies to serve as a repository of knowledge on NSD for both academics and practitioners. Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research.

The purpose of this paper is to address a gap in the understanding of the indirect effects of marketing and technical factors on time efficiency in developing a new product and international new product launch.

This paper adopts a contingency perspective in examining the relationships between antecedents and on‐time completion (or timeliness) of new product development (NPD) and international new product rollout (INPR). A conceptual framework is tested based on data obtained on 232 NPD projects undertaken by Korean firms.

The results show that NPD proficiencies mediate to a greater or lesser extent the effects of key antecedents (e.g. cross‐functional linkages, project fit with available marketing resources, and effective coordination of headquarters‐subsidiary/agents' activities) on timeliness in NPD and INPR.

Empirical research on the role of marketing and technical proficiencies in improving NPD timeliness and rollout timeliness in the context of international NPD affirms the importance of adopting a contingency perspective in examining the antecedents of NPD and multi‐market entry timeliness.

This paper lends insight into the role of overseas subsidiaries or agents in helping to build the technical proficiencies of emerging country companies.

This is the first review focusing on the mediating influences on time dimensions (e.g. timeliness) in multi‐country product launches.

The paper examines how product innovation in the UK banking industry has been affected and is likely to be affected by changes in regulation and in government policy. It considers the issues faced by banks in pursuing a market‐oriented approach in this environment.

The rapidly changing regulatory environment in the UK is described and analysed, primarily in the context of the market for mortgage products and medium‐ to long‐term savings products. The paper describes the main events of the last 20 years and analyse their immediate impacts. The paper examines the most recent changes, identify the direction of policy change and consider the implications.

Empirical evidence suggests that the development of mortgage and pensions products has been closely linked to changes in regulation and government policy. This has resulted in an adverse impact on the brand values and reputations of banks. An analysis of the most recent events identifies two different regulatory approaches which banks now have to manage.

A review of the literature shows that very little detailed research has been carried out into the impact of regulation and government policy on banks and financial services companies.

With this lack of systematic research and analysis, and in the absence of a theoretical framework, it is difficult for banks, regulators and government to make informed decisions.

The paper highlights and analyses an increasingly important issue which has not been addressed in any detail in the literature. The paper puts forward an agenda of research questions and propositions for further research.

Learning outcomes are as follows: understanding the importance of aligning an entrepreneur’s personal orientation and values (e.g. detachment from the enterprise) with business decisions related to enterprise development; appreciating how prior exposure to business settings can be a source of entrepreneurship pursuits for an entrepreneur; and understand whether a different type of leadership can be instrumental in the creation, running and growth of an entrepreneurial venture, especially in terms of introducing differentiated offerings in the target market.

The case is about an entrepreneur, Sangeeth Varghese, with a very humble and conservative background, who worked in various firms, small and large, and become a young global leader at World Economic Forum, before foraying into entrepreneurship. He is driven by the core values of detachment and democratization, which is reflected throughout his life course and has developed his own views on leadership. After running his first venture LeadCap Ventures with some measure of success, Sangeeth is about to launch his new venture LeadBurg, a web- and mobile-based application for behavioral rating and competency discovery for individuals. The predicament for Sangeeth is about the uncertainties related to the new launch from a business perspective, as well as the concern whether the core principles of democratization and detachment that he identified with, would stand the test in this launch.

Master level program (e.g. MBA).

Teaching Notes are available for educators only.

CSS 3: Entrepreneurship.

The purpose of this paper is to test how national culture may help to explain cross-country differences in new service development (NSD) by comparing the impact of NSD success factors between Mexico and Sweden.

Eight hypotheses based on prior literature on NSD and national culture were tested using covariance-based structural equation modeling and survey data from 210 Mexican and 173 Swedish firms.

Launch proficiency and customer interaction had a positive impact on NSD performance with no difference between the two cultures. NSD process formalization did not have clear positive impact on NSD performance but had a statistically significantly stronger impact in the structured culture (Mexico). Team empowerment affected NSD performance positively, but the difference between cultures was non-significant.

The impact of national culture depends on the type of NSD success factor. Some factors are unaffected by the cultural context, while factors congruent with the national culture enhance performance. Factors incongruent with national culture may even hurt NSD performance.

When choosing priorities in NSD improvement, managers need to consider the national culture environment.

Paper directly tests how national culture moderates NSD performance using primary data. Findings suggest that the effects of NSD success factors are contingent on congruence with national culture.