David Gotteland
France
Senior Professor, Marketing
Areas of expertise
New Product Development, Client Satisfaction and Fidelity, Market Orientation
Contact
+33 4 76 70 65 03 - Office F708
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Articles in Refeered Journals
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When developing new products, most firms use cross-functional teams, but research on the effect of functional diversity on new product performance returns heterogeneous results. We propose a measure of competence diversity that is more comprehensive than the common functional diversity proxy. Empirical findings, based on a survey of 142 product and sales managers, support the improved predictive validity of our scale. We further observe a mediating effect of the instrumental use of information in the competence diversity–new product performance relationship. Finally, we discuss the moderating effect of familiarity among team members on the relationship between competence diversity and the instrumental use of information.
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Due to the strategic importance and the high failure rates of new product introduction, the link between market orientation and new product performance has been largely investigated. All studies do not lead to a conclusive link and it seems difficult to generalize observed results. This meta-analysis aims (1) to test this relationship more globally and (2) to explore the effects of methodological choices on the estimates, which could account for the contradictory results we collected.
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The positive effect of market orientation on organizational performance is widely accepted. However, research sometime fails to observe such an impact. In this article, we review established knowledge in this field: does market orientation truly have a positive impact, and under which circumstances one might observe it? Does market orientation also contribute to the firm financial performance?
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Papers in Refereed Conference Proceedings(Only the 10 latest publications are displayed)
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Structural Equation Modeling
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