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

George Chryssochoidis; Spiros Gounaris; Achilleas Boukis

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

George Chryssochoidis, Spiros Gounaris, Achilleas Boukis

Marketing

Research output: Contribution to conference › Paper › peer-review

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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 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/Territory	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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Chryssochoidis-etal-EMAC-2018-Internal-market-orientation-adoption-why-and-how-it-is-important-for-new-service-developmentAccepted author manuscript, 91.7 KB

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abstract = "New service development (NSD) literature is void when it comes to the drivers that explain the NSD team{\textquoteright}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{\textquoteright}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.",

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T1 - Internal market orientation adoption

T2 - European Marketing Academic Annual Conference: EMAC 2018

AU - Chryssochoidis, George

AU - Gounaris, Spiros

AU - Boukis, Achilleas

N1 - Conference code: 47th

PY - 2018/5/31

Y1 - 2018/5/31

N2 - 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.

AB - 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.

KW - internal market orientation

KW - new service development

KW - NSD

KW - marketing

KW - human resources

KW - service sector

UR - http://www.emac-online.org/

M3 - Paper

Y2 - 29 May 2018 through 1 June 2018

ER -

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

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Conference

Keywords

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