2016
DOI: 10.1509/jim.16.0028
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Cross–National Collaboration of Marketing Personnel within a Multinational: Leveraging Customer Participation for New Product Advantage

Abstract: 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 participati… Show more

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Cited by 31 publications
(31 citation statements)
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References 93 publications
(186 reference statements)
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“…The lack of investigation of contingency effects may explain such mixed results. Unlike past studies (Griffith & Lee, 2016;Heirati et al, 2016;Luzzini et al, 2015), our research challenges the role of collaborative innovation networks as the key driver of new product performance, and proposes innovation capability and absorptive capacity as necessary internal capabilities that enable firms to benefit from collaborative innovation networks.…”
Section: Theoretical Implicationsmentioning
confidence: 92%
“…The lack of investigation of contingency effects may explain such mixed results. Unlike past studies (Griffith & Lee, 2016;Heirati et al, 2016;Luzzini et al, 2015), our research challenges the role of collaborative innovation networks as the key driver of new product performance, and proposes innovation capability and absorptive capacity as necessary internal capabilities that enable firms to benefit from collaborative innovation networks.…”
Section: Theoretical Implicationsmentioning
confidence: 92%
“…We derived these items from Jambulingam et al (2005). We also included relationship (i.e., length of the exchange relationship), firm (i.e., size), and market characteristics (i.e., supply and distribution intensity) as control variables to minimize spuriousness of results and avoid model misspecification (Griffith & Lee, 2016).…”
Section: Methodsmentioning
confidence: 99%
“…In addition to following Podsakoff and colleagues' (2012) procedural steps to limiting the potential for such bias (e.g., systematic measure and questionnaire development, clarity of scale items and instructions, guaranteeing anonymity to respondents, items placed together by general topic rather than by construct, appropriate questionnaire length), we empirically examined the possibility of CMV in this study. We used the marker variable test, a widely adopted approach to assessing potential biasing influences of CMV on the study findings (e.g., Griffith & Lee, 2016;Zeugner-Roth, Zabkar, & Diamantopoulos, 2015). In each of the three samples, we identified the secondsmallest correlation and adjusted the correlation matrix using this value (Lindell & Whitney, 2001;Malhotra et al, 2006).…”
Section: Insert Figure 2 Herementioning
confidence: 99%