Influence of marketing in New Product Development
DOI:
https://doi.org/10.14738/assrj.73.7897Keywords:
Concluded, Impact, Substantial jobAbstract
Several marketing researchers have concluded that in many organizations the position of marketing decreases and loses its impact. If marketing plays (or should play) a substantial job inside the firm, this capability should have a noticeable voice in new product development (NPD).
Keywords: Concluded, Impact, Substantial job
References
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Cooper, R. G. (2008). Perspective: The stage‐gate® idea‐to‐launch process—update, what's new, and nexgen systems. Journal of product innovation management, 25(3), 213-232.
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Goebel, D. J., Marshall, G. W., & Locander, W. B. (2006). Getting one's own way: An investigation of influence attempts by marketers on nonmarketing members of the firm. Journal of Business Research, 59(7), 829-837.
Griffin, A., & Hauser, J. R. (1996). Integrating R&D and marketing: a review and analysis of the literature. Journal of Product Innovation Management: An International Publication of the Product Development & Management Association, 13(3), 191-215.
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link? Journal of marketing, 62(4), 30-45.
Homburg, C., Workman Jr, J. P., & Krohmer, H. (1999). Marketing's influence within the firm. Journal of marketing, 63(2), 1-17.
Kipnis, D., Schmidt, S. M., & Wilkinson, I. (1980). Intraorganizational influence tactics: Explorations in getting one's way. Journal of applied psychology, 65(4), 440.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of marketing, 69(2), 24-41.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(2), 1-18.
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: a measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
Lam, S. K., Kraus, F., & Ahearne, M. (2010). The diffusion of market orientation throughout the organization: A social learning theory perspective. Journal of marketing, 74(5), 61-79.
Li, H., & Atuahene-Gima, K. (1999). Marketing's influence and new product performance in Chinese firms. Journal of International Marketing, 7(1), 34-56.
Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: conceptualization and empirical examination. Journal of marketing, 62(4), 13-29.
Madhavan, R., & Grover, R. (1998). From embedded knowledge to embodied knowledge: new product development as knowledge management. Journal of marketing, 62(4), 1-12.
Moorman, C. (1995). Organizational market information processes: cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3), 318-335.
Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of marketing, 63(4_suppl1), 180-197.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of marketing, 54(4), 20-35.
Nath, P., & Mahajan, V. (2008). Chief marketing officers: A study of their presence in firms' top management teams. Journal of marketing, 72(1), 65-81.
Nath, P., & Mahajan, V. (2011). Marketing in the C-suite: a study of chief marketing officer power in firms’ top management teams. Journal of marketing, 75(1), 60-77.
Nicholson, C. Y., Compeau, L. D., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3.
Rindfleisch, A., & Moorman, C. (2001). The acquisition and utilization of information in new product alliances: A strength-of-ties perspective. Journal of marketing, 65(2), 1-18.
Sethi, R., & Iqbal, Z. (2008). Stage-gate controls, learning failure, and adverse effect on novel new products. Journal of marketing, 72(1), 118-134.
Sinkula, J. M. (1994). Market information processing and organizational learning. Journal of marketing, 58(1), 35-45.
Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of marketing, 59(3), 63-74.
Thacker, R. A., & Wayne, S. J. (1995). An examination of the relationship between upward influence tactics and assessments of promotability. Journal of management, 21(4), 739-756.
Troy, L. C., Hirunyawipada, T., & Paswan, A. K. (2008). Cross-functional integration and new product success: an empirical investigation of the findings. Journal of marketing, 72(6), 132-146.
Verhoef, P. C., & Leeflang, P. S. (2009). Understanding the marketing department's influence within the firm. Journal of marketing, 73(2), 14-37.
Verhoef, P. C., Leeflang, P. S., Reiner, J., Natter, M., Baker, W., Grinstein, A., . . . Saunders, J. (2011). A cross-national investigation into the marketing department's influence within the firm: Toward initial empirical generalizations. Journal of International Marketing, 19(3), 59-86.
Wayne, S. J., & Liden, R. C. (1995). Effects of impression management on performance ratings: A longitudinal study. Academy of Management journal, 38(1), 232-260.
Webster Jr, F. E., Malter, A. J., & Ganesan, S. (2005). The decline and dispersion of marketing competence. MIT Sloan Management Review, 46(4), 35.
Yukl, G., & Falbe, C. M. (1990). Influence tactics and objectives in upward, downward, and lateral influence attempts. Journal of applied psychology, 75(2), 132.
Zhang, H. (2012). The Influence of Marketing in New Product Development.
Baker, W. E., & Sinkula, J. M. (1999). The synergistic effect of market orientation and learning orientation on organizational performance. Journal of the Academy of Marketing Science, 27(4), 411-427.
Brown, S. W., Webster, F. E., Steenkamp, J.-B. E., Wilkie, W. L., Sheth, J. N., Sisodia, R. S., . . . Raju, J. S. (2005). Marketing renaissance: Opportunities and imperatives for improving marketing thought, practice, and infrastructure. Journal of marketing, 69(4), 1-25.
Cano, C. R., Carrillat, F. A., & Jaramillo, F. (2004). A meta-analysis of the relationship between market orientation and business performance: evidence from five continents. International Journal of research in Marketing, 21(2), 179-200.
Cooper, R. G. (1990). Stage-gate systems: a new tool for managing new products. Business horizons, 33(3), 44-54.
Cooper, R. G. (2008). Perspective: The stage‐gate® idea‐to‐launch process—update, what's new, and nexgen systems. Journal of product innovation management, 25(3), 213-232.
Davies, M. A., & Ardley, B. (2012). Denial at the top table: Status attributions and implications for marketing. Journal of Strategic Marketing, 20(2), 113-126.
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of marketing, 58(4), 37-52.
Day, G. S., & Montgomery, D. B. (1999). Charting new directions for marketing. Journal of marketing, 63(4_suppl1), 3-13.
Engelen, A., & Brettel, M. (2011). A cross-cultural perspective of marketing departments’ influence tactics. Journal of International Marketing, 19(2), 73-94.
Fisher, R. J., Maltz, E., & Jaworski, B. J. (1997). Enhancing communication between marketing and engineering: The moderating role of relative functional identification. Journal of marketing, 61(3), 54-70.
Goebel, D. J., Marshall, G. W., & Locander, W. B. (2006). Getting one's own way: An investigation of influence attempts by marketers on nonmarketing members of the firm. Journal of Business Research, 59(7), 829-837.
Griffin, A., & Hauser, J. R. (1996). Integrating R&D and marketing: a review and analysis of the literature. Journal of Product Innovation Management: An International Publication of the Product Development & Management Association, 13(3), 191-215.
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: is innovation a missing link? Journal of marketing, 62(4), 30-45.
Homburg, C., Workman Jr, J. P., & Krohmer, H. (1999). Marketing's influence within the firm. Journal of marketing, 63(2), 1-17.
Kipnis, D., Schmidt, S. M., & Wilkinson, I. (1980). Intraorganizational influence tactics: Explorations in getting one's way. Journal of applied psychology, 65(4), 440.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of marketing, 69(2), 24-41.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of marketing, 54(2), 1-18.
Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: a measure of market orientation. Journal of Marketing Research, 30(4), 467-477.
Lam, S. K., Kraus, F., & Ahearne, M. (2010). The diffusion of market orientation throughout the organization: A social learning theory perspective. Journal of marketing, 74(5), 61-79.
Li, H., & Atuahene-Gima, K. (1999). Marketing's influence and new product performance in Chinese firms. Journal of International Marketing, 7(1), 34-56.
Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: conceptualization and empirical examination. Journal of marketing, 62(4), 13-29.
Madhavan, R., & Grover, R. (1998). From embedded knowledge to embodied knowledge: new product development as knowledge management. Journal of marketing, 62(4), 1-12.
Moorman, C. (1995). Organizational market information processes: cultural antecedents and new product outcomes. Journal of Marketing Research, 32(3), 318-335.
Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of marketing, 63(4_suppl1), 180-197.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of marketing, 54(4), 20-35.
Nath, P., & Mahajan, V. (2008). Chief marketing officers: A study of their presence in firms' top management teams. Journal of marketing, 72(1), 65-81.
Nath, P., & Mahajan, V. (2011). Marketing in the C-suite: a study of chief marketing officer power in firms’ top management teams. Journal of marketing, 75(1), 60-77.
Nicholson, C. Y., Compeau, L. D., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3.
Rindfleisch, A., & Moorman, C. (2001). The acquisition and utilization of information in new product alliances: A strength-of-ties perspective. Journal of marketing, 65(2), 1-18.
Sethi, R., & Iqbal, Z. (2008). Stage-gate controls, learning failure, and adverse effect on novel new products. Journal of marketing, 72(1), 118-134.
Sinkula, J. M. (1994). Market information processing and organizational learning. Journal of marketing, 58(1), 35-45.
Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of marketing, 59(3), 63-74.
Thacker, R. A., & Wayne, S. J. (1995). An examination of the relationship between upward influence tactics and assessments of promotability. Journal of management, 21(4), 739-756.
Troy, L. C., Hirunyawipada, T., & Paswan, A. K. (2008). Cross-functional integration and new product success: an empirical investigation of the findings. Journal of marketing, 72(6), 132-146.
Verhoef, P. C., & Leeflang, P. S. (2009). Understanding the marketing department's influence within the firm. Journal of marketing, 73(2), 14-37.
Verhoef, P. C., Leeflang, P. S., Reiner, J., Natter, M., Baker, W., Grinstein, A., . . . Saunders, J. (2011). A cross-national investigation into the marketing department's influence within the firm: Toward initial empirical generalizations. Journal of International Marketing, 19(3), 59-86.
Wayne, S. J., & Liden, R. C. (1995). Effects of impression management on performance ratings: A longitudinal study. Academy of Management journal, 38(1), 232-260.
Webster Jr, F. E., Malter, A. J., & Ganesan, S. (2005). The decline and dispersion of marketing competence. MIT Sloan Management Review, 46(4), 35.
Yukl, G., & Falbe, C. M. (1990). Influence tactics and objectives in upward, downward, and lateral influence attempts. Journal of applied psychology, 75(2), 132.
Zhang, H. (2012). The Influence of Marketing in New Product Development.
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Published
2020-03-17
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Danish, T. (2020). Influence of marketing in New Product Development. Advances in Social Sciences Research Journal, 7(3), 82–91. https://doi.org/10.14738/assrj.73.7897
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