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Market-driving innovation: Exploiting absorptive capacity, market visioning and NPD process


Thongpravati, O and Reid, M, Market-driving innovation: Exploiting absorptive capacity, market visioning and NPD process, The 28th International Society for Professional Innovation Management Conference (2017 ISPIM), 18-21 June, Vienna, Austria (2017) [Conference Extract]

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Ensuring radical, technological or market breakthroughs are able to emerge from the front end of the new product development (NPD) process and into commercialisation remains a difficult task for firms trying to engage in market-driving behaviour. This research proposes an organisational dynamic learning capability "absorptive capacity" (ACAP) as antecedents to market visioning competence (MVC) and market vision (MV), and examines how these capabilities and the execution of the NPD process influence NPD programs aiming to produce such "market-driving" innovations and achieve positive post-launch performancespecifically speed-to-market, windows of opportunity and financial success. Using a sample of 179 managers of top innovative companies in Thailand, the research model is analysed by partial least squares structural equation modelling. The main contribution of this study is the findings that ACAP positively and significantly influences both MVC and MV, and that the NPD process partially mediates these capabilities and new product program performance.

Item Details

Item Type:Conference Extract
Keywords:market-driving; product innovation; absorptive capacity; market visioning competence; market vision; new product development process; program performance; post-launch
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Innovation management
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Thongpravati, O (Dr Onnida Thongpravati)
ID Code:137233
Year Published:2017
Deposited By:TSBE
Deposited On:2020-02-05
Last Modified:2021-02-16

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