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Moderating Role of Environmental Settings in Relationship Between Product Innovativeness and Its Performance During the Launch

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  • Brazauskaitė Indrė

    (ISM University of Management and Economics, Vilnius, Lithuania)

  • Auruškevičienė Viltė

    (ISM University of Management and Economics, Vilnius, Lithuania)

Abstract

The current research depicts the relationship between new product innovativeness and its performance, which was addressed in previous studies; yet the results remain contradictive with little focus on environmental settings. The paper aims to reveal the role of commercial environment towards new product performance, which allows forecasting the performance on the basis of expected settings and exploring the link between new product innovativeness and its performance in a more detailed way. In the study, moderating environmental settings are defined as a set of marketplace characteristics on market level, company commercial characteristics, and a set of sales channel characteristics on retailer’s category level. Research contributes to the following areas: reveals the role of environment towards performance and allows forecasting new product performance on the basis of expected settings.

Suggested Citation

  • Brazauskaitė Indrė & Auruškevičienė Viltė, 2017. "Moderating Role of Environmental Settings in Relationship Between Product Innovativeness and Its Performance During the Launch," Economics and Business, Sciendo, vol. 31(1), pages 44-54, August.
    • Handle: RePEc:vrs:ecobus:v:31:y:2017:i:1:p:44-54:n:4
    DOI: 10.1515/eb-2017-0017
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    References listed on IDEAS

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    1. Michel Santi & François Duhamel, 2012. "Degree of innovativeness and new product performance," Post-Print hal-00683354, HAL.
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    3. Steenkamp, Jan-Benedict E M & Gielens, Katrijn, 2003. "Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 368-384, December.
    4. Scott L. Newbert, 2007. "Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research," Strategic Management Journal, Wiley Blackwell, vol. 28(2), pages 121-146, February.
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