مقاله انگلیسی رایگان در مورد یکپارچه سازی کارکردی در توسعه محصول جدید – اسپرینگر ۲۰۱۷

In international markets, the importance of new products is greater than ever before. Previous research, spurred by rapid changes in the business environment based on technological development and the globalization of economic activities, has emphasized the significance of developing new products as an integral part of firm strategy (De Brentani and Kleinschmidt 2015; Shinkle and McCann 2014), a major tool for maintaining competitive edge (Jeong et al. 2006), and a crucial determinant of corporate performance and survival (Chaney and Devinney 1992). As a result, new products have attracted considerable attention in the literature, mainly exploring factors that determine successful new product development (NPD) processes (Cooper and Kleinschmidt 1987; Hempelmann and Engelen 2015; Hirunyawipada et al. 2010; Slater et al. 2014) and performance (De Brentani and Kleinschmidt 2015; Eisend et al. 2016; Jeong 2003; Olson et al. 2001; Salomo et al. 2010; Song and Montoya-Weiss 2001; Troy et al. 2008; Tsai and Hsu 2014). While the literature on NPD has documented various dimensions of NPD processes, the performance implications of new products in the international market context have not received significant attention, despite the clear trends of globalization and economic integration worldwide (De Brentani and Kleinschmidt 2004; Jeong 2003). In the context of more firms engaging in internationalization to seek product market opportunities, new products are considered a critical strategic issue in achieving sustainable competitive advantage on a global scale (Kleinschmidt et al. 2007). Thus, it is necessary to examine whether the conventional wisdom in new product performance research holds true in the international market, since developing and launching new products adds greater challenges or difficulties arising from various sources of uncertainty (Eisend et al. 2016). In order to reduce the challenges a firm will face in international markets, the previous literature has attempted to examine the role of organizational factors on the outcomes of new products by linking concepts from the marketing literature in domestic research settings. Along with Henard and Szymanski (2001), several scholars have focused on various organizational factors that influence new product outcomes in the domestic market context (Moorman and Miner 1997; Olson et al. 2001; Slater et al. 2014; Troy et al. 2008). In the international context, De Brentani et al. (2010) emphasized that organizational environments and competencies are linked directly to the success of new products in global markets. In addition, De Brentani and Kleinschmidt (2004) addressed how forming an organizational culture that emphasizes globalization is pivotal when firms are participating in diverse geographical markets, and De Brentani and Kleinschmidt (2015) further articulated the importance of a global innovation culture as a determinant of new product success. Based on the previous literature, participating in international markets can help firms to accumulate key resources and proprietary assets from internationalization (Hitt et al. 1997) and utilize accrued resources and assets efficiently (Knight 2000; Kogut 1985). Consistent with literature articulating the importance of an organizational culture or atmosphere that emphasizes commitment to international markets, this study attempts to test empirically whether international orientation can enhance the performance of new products in international markets.