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The role of horizontal and vertical new product alliances in responsive and proactive market orientations and performance of industrial manufacturing firms

Ozdemir, S and Kandemir, D and Eng, TY (2017) 'The role of horizontal and vertical new product alliances in responsive and proactive market orientations and performance of industrial manufacturing firms.' Industrial Marketing Management, 64. 25 - 35. ISSN 0019-8501

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Abstract

© 2017 Elsevier Inc. This study examines different roles of new product alliance partners in enhancing responsive market orientation (RMO) and proactive market orientation (PMO) of industrial manufacturing firms in the context of learning in business-to-business (B2B) relationships. A survey of 146 firms shows that horizontal new product alliances with competitors provide access to similar industrial knowledge and know-how and thus help improve a manufacturing firm's RMO through exploitative learning. Although vertical new product alliances with suppliers may grant access to similar domains of knowledge, the findings of this study do not provide any support for their effect on a manufacturing firm's RMO. In contrast, the study shows that vertical new product alliances with research institutions provide access to a broader knowledge base and greater know-how with higher levels of non-redundancy and thus help improve a PMO through explorative learning. In addition, the results suggest that both RMO and PMO developed in different types of new product alliances enable a manufacturing firm to improve its new product performance and eventually its overall performance.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Essex Business School > Management Science and Entrepreneurship Group
Depositing User: Sena Ozdemir
Date Deposited: 29 Mar 2017 11:34
Last Modified: 29 Mar 2019 02:00
URI: http://repository.essex.ac.uk/id/eprint/19392

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