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Internal Market Orientation Adoption: Why and how it is important for New Service Development

Chryssochoidis, George, Gounaris, Spiros, Boukis, Achileas (2018) Internal Market Orientation Adoption: Why and how it is important for New Service Development. In: EMAC 2018. .

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Abstract

New service development (NSD) literature is void when it comes to the drivers that explain the NSD team’s ability to successfully deliver the new service. We develop a conceptual framework suggesting that the adoption of internal market orientation (IMO) influences the dynamics of the NSD team, which in turn impact on its performance by allowing the team to better use the kind and amount of resources the management allocated in the NSD effort. We test this framework against 116 NSD managers and 543 NSD team members. The results demonstrate the importance of adopting IMO as a nomological antecedent to the NSD team’s ability to successfully deliver the new service. We produce fresh insights of the importance the management of the NSD team for new service success and the profound impact of IMO adoption, laying the ground for HR to form strong bridges with marketing.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Internal Marketing orientation, Innovation
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: George Chryssochoidis
Date Deposited: 30 Apr 2018 14:35 UTC
Last Modified: 29 May 2019 20:30 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/66877 (The current URI for this page, for reference purposes)
Chryssochoidis, George: https://orcid.org/0000-0001-9868-7119
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