IDEAS home Printed from https://ideas.repec.org/a/eme/ijppmp/ijppm-08-2016-0166.html
   My bibliography  Save this article

The impact of customer orientation on new product development performance

Author

Listed:
  • Fan Yang
  • Huiying Zhang

Abstract

Purpose - The purpose of this paper is to empirically examine the underlying impacts of customer orientation on new product development (NPD) performance. Further, this study investigates the moderating effect of top management support (TMS) on the customer orientation-performance relationship. Design/methodology/approach - This study as a unique approach has classified customer orientation into three sub-dimensions: customer focus, customer involvement and communication with customers. And the NPD performance is explored both from financial and nonfinancial aspects. Findings - Based on a sample of 366 high performance manufacturing firms across ten countries, the obtained results of hierarchical moderated regression analyses reveal that customer focus, customer involvement and communication with customers have significantly positive effects on both financial and nonfinancial performance of NPD; TMS positively moderates the relationship between multiple dimensions of customer orientation and NPD performance. Practical implications - The research extends the customer orientation literature by describing three dimensions of customer orientation and empirically testing their effects on NPD performance. This study also contributes to a deep understanding of the influence factors of NPD performance, both from the financial and nonfinancial aspects. The proposed framework provides a fine-grained analysis to help us understand in what way the customer orientation is linked to performance outcomes. Originality/value - This study is innovative because it seeks to make a contribution to existing literature from a theoretical perspective by investigating the sub-dimensions of customer orientation and moderating role of TMS.

Suggested Citation

  • Fan Yang & Huiying Zhang, 2018. "The impact of customer orientation on new product development performance," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 67(3), pages 590-607, March.
  • Handle: RePEc:eme:ijppmp:ijppm-08-2016-0166
    DOI: 10.1108/IJPPM-08-2016-0166
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJPPM-08-2016-0166/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJPPM-08-2016-0166/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://libkey.io/10.1108/IJPPM-08-2016-0166?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anastasia D. Mitropoulou & Giannis T. Tsoulfas, 2021. "Using a Modified SERVQUAL Approach to Assess the Quality of Supply Chain Services in Greek Online Supermarkets," Logistics, MDPI, vol. 5(4), pages 1-17, October.
    2. Sima Sabahi & Mahour M. Parast, 2023. "An operations and supply chain management perspective to product innovation," Operations Management Research, Springer, vol. 16(2), pages 808-829, June.
    3. Ricardo Teruel‐Sánchez & Antonio Juan Briones‐Peñalver & Juan Andrés Bernal‐Conesa & Carmen de Nieves‐Nieto, 2021. "Influence of the entrepreneur's capacity in business performance," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2453-2467, July.
    4. repec:wsi:acsxxx:v:21:y:2019:i:08:n:s1363919619500166 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ijppmp:ijppm-08-2016-0166. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.