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- W2108649811 abstract "Abstract To extend new product development (NPD) research, this study proposes and tests a theory of complementarities between information technology (IT) implementation and customer orientation. In addition, this study provides a fine-grained analysis of associations between various aspects of customer orientation and time-to-market of new products. The data comes from 176 manufacturing companies in China. This study tests the hypotheses that three dimensions of customer orientation shorten time-to-market of new products, and IT implementation moderates the relationship between customer orientation and time-to-market of new products. Regression results indicate that (1) customer focus, customer involvement and communication with customers have significantly negative effects on time-to-market of new products; (2) IT implementation plays a role of complementary asset to customer involvement and communication with customers. We discuss the implications of the findings for a contingency theory of time-to-market reduction through customer orientation, for future research and for managerial practices." @default.
- W2108649811 created "2016-06-24" @default.
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- W2108649811 date "2012-08-01" @default.
- W2108649811 modified "2023-10-16" @default.
- W2108649811 title "Customer orientation for decreasing time-to-market of new products: IT implementation as a complementary asset" @default.
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- W2108649811 doi "https://doi.org/10.1016/j.indmarman.2011.11.027" @default.
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