Internal market orientation adoption: why and how it is important for new service development

George Chryssochoidis, Spiros Gounaris, Achilleas Boukis

Research output: Contribution to conferencePaper

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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 languageEnglish
Publication statusPublished - 31 May 2018
EventEuropean Marketing Academic Annual Conference: EMAC 2018: People Make Marketing - University of Strathclyde, Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018
Conference number: 47th

Conference

ConferenceEuropean Marketing Academic Annual Conference: EMAC 2018
CountryUnited Kingdom
CityGlasgow
Period29/05/181/06/18

Keywords

  • internal market orientation
  • new service development
  • NSD
  • marketing
  • human resources
  • service sector

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    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.