Improving Marketing's Contribution to New Product Development

Journal of Product Innovation Management, Forthcoming

54 Pages Posted: 14 Nov 2011  

Wenzel Drechsler

Goethe University Frankfurt

Martin Natter

University of Zurich

Peter S.H. Leeflang

University of Groningen - Faculty of Economics and Business

Date Written: April 22, 2011

Abstract

In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as R&D. This finding underscores the importance of identifying relevant capabilities that can improve the position of marketing within the NPD process as part of the quest to improve innovation performance. However, thus far it has remained unclear precisely how the marketing department can increase its influence on NPD to enhance a firm’s innovation performance. The results of this study demonstrate that the relationship between marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on NPD. In particular, both marketing research quality and the ability to translate customer needs into product characteristics serve to increase marketing’s influence on NPD. This increased influence, in turn, positively contributes to overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing capabilities, the marketing department must achieve a status in which these capabilities can translate into performance implications.

Keywords: Marketing Capabilities, Innovation Performance, Role of Marketing

JEL Classification: M30, Q30

Suggested Citation

Drechsler, Wenzel and Natter, Martin and Leeflang, Peter S.H., Improving Marketing's Contribution to New Product Development (April 22, 2011). Journal of Product Innovation Management, Forthcoming. Available at SSRN: https://ssrn.com/abstract=1959313

Wenzel Drechsler (Contact Author)

Goethe University Frankfurt ( email )

Grueneburgplatz 1
R&W Building
Frankfurt, 60323
Germany

Martin Natter

University of Zurich ( email )

Plattenstrasse 14
Zurich, CH-8032
Switzerland
0041446341307 (Phone)

Peter S.H. Leeflang

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Paper statistics

Downloads
350
Rank
68,751
Abstract Views
1,880