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The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures

Atuahene-Gima, K., Li, H. Y. and De Luca, Luigi Mario ORCID: 2006. The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures. Industrial Marketing Management 35 (3) , pp. 359-372. 10.1016/j.indmarman.2005.05.017

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Purpose - To look at the effect that innovative marketing strategy (MSI) can have on new product (NP) performance of technology-based new ventures in China. Design/methodology/approach - Refers to the relevant literature; draws on the contingent resource-based view of the firm to suggest that, particularly in new ventures, in an emerging economic environment, the impact of marketing strategy innovations (MSI) on NP performance is contingent upon its top management team's external relationships and environmental conditions. Presents a number of hypotheses which were then tested on data collected from a random sample of 500 new ventures in China. Findings - Reveals how top management team's extra industry relationships strengthen, and intra industry relationships weaken, the relationship between MSI and new product performance. Reports on, among other things, how intra industry relationships appear to generate mental models that may hinder the implementation of MSI indicating that different external managerial relationships have differential information and knowledge acquisition benefits for new ventures in China. Research limitations/implications - Small sample; explore the development of MSI; examine other external relations that may impact on MSI effectiveness; investigate whether the findings can be expanded to creative strategies in functional areas other than marketing. Practical implications - New ventures should be more aware of the potential downsides of MSI; identifies finding the appropriate technology and market conducive to MSI as a key challenge for managers for new ventures. Originality/value - Identifies the contingency factors affecting relationship between MSI and NPD performance.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Uncontrolled Keywords: Marketing strategy; Strategy innovativeness; Strategic decision-making; New ventures; Product development; Performance; China
Publisher: Elsevier
ISSN: 0019-8501
Last Modified: 21 Oct 2022 09:19

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