Previous research has demonstrated that customer orientation has a positive effect on business outcomes. Although scholars have provided different explanations for such a relationship, there is still a lack of clear understanding of what leads to such a relationship. In addition, there are only a few studies discussing the boundary conditions of customer orientation- business performance linkage. Drawing on the organizational information processing theory, I propose that inter-functional coordination mediates the relationship between customer orientation and success in marketing new products. A randomly sample of 97 new product development projects across 6 Sino-overseas joint ventures involving 150 car models in the China automobile industry was used to test my hypotheses. The results support my proposed mediating hypothesis. In addition, I demonstrate that the relationship between customer orientation and inter-functional coordination is further strengthened when a new product development strategy is local-oriented rather than when it is import-oriented because of the level of modification affecting the level of staff participation. Furthermore, compared with longer shared team tenure teams, it was found that teams of shorter tenure inter-functional coordination are more likely to trigger success in marketing new product relationship. On the basis of these findings, I discuss their implications for practice and future research.
| Identifer | oai:union.ndltd.org:hkbu.edu.hk/oai:repository.hkbu.edu.hk:etd_oa-1896 |
| Date | 07 August 2020 |
| Creators | Chan, Chin To |
| Publisher | HKBU Institutional Repository |
| Source Sets | Hong Kong Baptist University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Open Access Theses and Dissertations |
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