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International orientation and cross-functional integration in new product development

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Listed:
  • Jinwan Cho

    (Korea University Business School)

  • Eunmi Kim

    (Korea University Business School)

  • Insik Jeong

    (Korea University Business School)

Abstract

Drawing upon an organizational learning perspective, this study suggests that international orientation and functional integration are important determinants of new product success in the global market. Based on survey data of 188 Korean manufacturing firms, we examined the interplay between international orientation and cross-functional integration in new product development (NPD). The results reveal that internationally oriented firms can gain crucial market expertise for successful NPD, and cross-functional integration amplifies the benefits of international orientation. Consistent with the organizational learning perspective, this study highlights the importance of forming an organizational culture that actively pursues foreign market opportunities and promotes collaboration among functional areas.

Suggested Citation

  • Jinwan Cho & Eunmi Kim & Insik Jeong, 2017. "International orientation and cross-functional integration in new product development," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 226-252, December.
    • Handle: RePEc:pal:abaman:v:16:y:2017:i:4:d:10.1057_s41291-017-0024-4
    DOI: 10.1057/s41291-017-0024-4
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    2. Jinwan Cho & Eunmi Kim & Insik Jeong, 2023. "Adoption of the 4th Industrial Revolution: evidence from Korean exporters in international markets," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 164-187, February.
    3. Ibrahim Abosag & David Ross Brennan, 2017. "Understanding marketing innovativeness in Asia: a research agenda," Asian Business & Management, Palgrave Macmillan, vol. 16(4), pages 212-225, December.
    4. Chris D. Beaumont & Darrell Berry & John Ricketts, 2022. "Technology Has Empowered the Consumer, but Marketing Communications Need to Catch-Up: An Approach to Fast-Forward the Future," Businesses, MDPI, vol. 2(2), pages 1-27, June.
    5. Li Wang & Yuan Yang & Yishuai Li, 2021. "Extending lead-user theory to a virtual brand community: the roles of flow experience and trust," Asian Business & Management, Palgrave Macmillan, vol. 20(5), pages 618-643, November.

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