Big data is transforming the new product development (NPD) process. Organizations are investing heavily in big data capabilities to capitalize on the ongoing analytics movement. Yet there is a lack of understanding of how firms can leverage big data as a capability to generate innovation success in dynamic marketplaces. To address this need for improved insights, the authors operationalize and analyze the 3Vs of big data usage-volume, variety, and velocity-in an NPD model. Drawing on the results of a survey of 261 managers reporting on their business unit's NPD processes and big data usage, this study identifies the antecedents of the multidimensional usage of big data. Empirically assessing the effects of firm orientations, the authors show that an exploration orientation has a positive effect on all three dimensions of a firm's big data usage while an exploitation orientation has no effect. Moving downstream, the results also reveal that the environmental factor of customer turbulence interacts differentially with the big data usage dimensions' impact on new product revenue (NPR). Specifically, customer turbulence accentuates the relationship between big data velocity and NPR but attenuates the relationship between big data volume and NPR. Practitioner PointsFirms with an exploration orientation embrace the 3Vs of big data-volume, variety, and velocitywhile firms with an exploitation orientation do not.A firm's exploitation orientation exerts no effect on the 3Vs of their big data usage.

This research investigates the conditions under which inequity in a buyer–supplier relationship influences a supplier's resource sharing with its buyer. More specifically, the authors examine the effects of both positive inequity and negative inequity under varying levels of interdependence magnitude and relative dependence. They further examine the effect of inequity on perceived relationship performance. The study includes a longitudinal survey design, with perceived relationship performance reported by a second informant. The study, conducted within the context of Japanese suppliers reporting on their relationship with U.S. buyers, takes a nuanced view of both inequity and relative dependence by employing spline variables to disentangle potentially different effects of positive and negative inequity and relative dependence of the supplier and buyer, respectively. The results reveal that firms' reactions to positive and negative inequity vary depending on the nature of the interdependence structure and that positive and negative inequity differentially influence perceived relationship performance. The findings are important for both further research and managerial action.

Multinational success in building new product advantage through customer participation is contingent on a multinational's ability to understand the moderating influence of cross-national collaboration of its marketing personnel. The findings from a survey of global marketing managers indicate that customer participation as an information source positively influences new product advantage, but this effect is dampened when cross-national collaboration within a multinational is high. However, customer participation as a codeveloper positively influences new product advantage only when the level of cross-national collaboration is high. The contrasting moderating effects of cross-national collaboration have important implications for international marketing theory and practice.

No abstract

Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship. Design/methodology/approach – A survey was conducted of 151 US manufacturers regarding their relationship with their primary foreign buyers. Data were analyzed with partial least squares estimation. Findings – The results indicate that high levels of transaction-specific investments lead to the adaptation of relational behaviors whereas high levels of psychic distance lead to less adaptation of detailed contracting. The adaptation of relational behaviors and detailed contracting reflect differential direct effects on export performance. Furthermore, the results indicate that there is a significant positive interaction effect between the adaptation of relational behavior and detailed contracting on jointly created value in the focal export relationship. Practical implications – The findings of the study reveal that adaptation of the marketing process related to relationship governance strategies can play an important role in the export marketing process, but managers must proceed with caution in balancing relational behavior and detailed contract adaptation. The results also point to the importance of understanding the underlying source of uncertainty and adapting appropriate aspects of governance for enhancing jointly created value in the export relationship. Originality/value – The value of this research lies in its goal to highlight the issue of marketing process adaptation across multiple export relationships. Less attention has been paid to the marketing “processes” of governing multiple export relationships in the international marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on marketing process adaptation of governance employing the theoretical framework of GVA.