Abstract
New service development (NSD) literature is void when it comes to the drivers that explain the NSD team’s ability to successfully deliver the new service. We develop a conceptual framework suggesting that the adoption of internal market orientation (IMO) influences the dynamics of the NSD team, which in turn impact on its performance by allowing the team to better use the kind and amount of resources the management allocated in the NSD effort. We test this framework against 116 NSD managers and 543 NSD team members. The results demonstrate the importance of adopting IMO as a nomological antecedent to the NSD team’s ability to successfully deliver the new service. We produce fresh insights of the importance the management of the NSD team for new service success and the profound impact of IMO adoption, laying the ground for HR to form strong bridges with marketing.
| Original language | English |
|---|---|
| Publication status | Published - 31 May 2018 |
| Event | European Marketing Academic Annual Conference: EMAC 2018: People Make Marketing - University of Strathclyde, Glasgow, United Kingdom Duration: 29 May 2018 → 1 Jun 2018 Conference number: 47th |
Conference
| Conference | European Marketing Academic Annual Conference: EMAC 2018 |
|---|---|
| Country | United Kingdom |
| City | Glasgow |
| Period | 29/05/18 → 1/06/18 |
Keywords
- internal market orientation
- new service development
- NSD
- marketing
- human resources
- service sector
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Cite this
Chryssochoidis, G., Gounaris, S., & Boukis, A. (2018). Internal market orientation adoption: why and how it is important for new service development. Paper presented at European Marketing Academic Annual Conference: EMAC 2018, Glasgow, United Kingdom.