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The Role of Market Knowledge Type on Product Innovation Performance

Petrovici, Dan, Obal, Michael, Walton, Bryn, Fearne, Andrew (2019) The Role of Market Knowledge Type on Product Innovation Performance. International Journal of Innovation Management, 24 (5). Article Number 2050046. ISSN 1363-9196. (doi:10.1142/S1363919620500462) (KAR id:76424)

Abstract

While it is understood that market knowledge can positively impact product innovation performance (PIP), a better understanding on the nuanced roles of different aspects of market knowledge is needed. More specifically, we aim to gain an understanding of how different types of market knowledge, such as tacit knowledge, are developed and utilised, especially in high uncertainty environments. This research was conducted with a sample of in-depth interviews with industry experts in new product development in the UK grocery sector (N=8) followed up by a survey of 193 companies from the UK grocery sector. The study proposes two measures of market information-gathering activities (MIGA) and market knowledge volume informed by input from experts in the UK grocery sector. Results show that MIGA have a positive effect on market knowledge volume and specificity. Market knowledge volume and specificity consequently have a direct effect on PIP. Finally, market knowledge tacitness is positively moderated by market uncertainty. That is, market knowledge tacitness is most impactful in high uncertainty environments, but offers limited benefit in low uncertainty environments. This study provides evidence of how market knowledge-gathering activities and types can positively impact new product performance, especially in high uncertainty environments.

Item Type: Article
DOI/Identification number: 10.1142/S1363919620500462
Uncontrolled keywords: Market knowledge, new product development, market information-gathering, activities market knowledge, tacitness market, uncertainty, product innovation, performance
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Dan Petrovici
Date Deposited: 12 Sep 2019 08:33 UTC
Last Modified: 09 Dec 2022 03:29 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/76424 (The current URI for this page, for reference purposes)

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