Ozdemir, Sena and Kandemir, Destan and Eng, Teck-Yong (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. pp. 25-35. DOI https://doi.org/10.1016/j.indmarman.2017.03.006
Ozdemir, Sena and Kandemir, Destan and Eng, Teck-Yong (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. pp. 25-35. DOI https://doi.org/10.1016/j.indmarman.2017.03.006
Ozdemir, Sena and Kandemir, Destan and Eng, Teck-Yong (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. pp. 25-35. DOI https://doi.org/10.1016/j.indmarman.2017.03.006
Abstract
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 |
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Uncontrolled Keywords: | Business-to-business new product alliances; Proactive market orientation; Responsive market orientation; New product performance; Organizational learning |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 29 Mar 2017 11:34 |
Last Modified: | 16 May 2024 17:22 |
URI: | http://repository.essex.ac.uk/id/eprint/19392 |
Available files
Filename: IMM Manuscript Ozdemir, Kandemir & Eng.pdf
Licence: Creative Commons: Attribution-Noncommercial-No Derivative Works 3.0