Mixing Rich and Asynchronous Communication for New Service Development Performance

19 Pages Posted: 13 Feb 2015

See all articles by Chris Storey

Chris Storey

City University London - Sir John Cass Business School

Helen Perks

University of Manchester - Manchester Business School

Date Written: March 2015

Abstract

This article explores the nature of relationships between internal communication modes, new service development (NSD) competencies (specifically learning and development competencies) and NSD performance. To do so, it draws on and advances communication theory by comparing and contrasting the contingent approach, favoured by media richness theory and media synchronicity theory, with the multiplicative manner of dual coding theory. Antecedent roles of rich and asynchronous communication modes for two NSD competencies are investigated, and their function as critical contingency variables affecting the competencies–performance link is unravelled. An empirical quantitative study of senior managers of leading service firms was conducted, with a survey‐based methodology. Results show that a learning competency drives development competency which in turn drives NSD performance. Asynchronous communication is essential for learning competency but not for development competency. In contrast, rich communication underpins development but has no direct effect on learning competency. Rich communication is essential for NSD performance when a firm has a low development competency. The interaction between asynchronous and rich communication is shown to be positive for learning, whereas surprisingly it is negative for development competency.

Suggested Citation

Storey, Chris and Perks, Helen, Mixing Rich and Asynchronous Communication for New Service Development Performance (March 2015). R&D Management, Vol. 45, Issue 2, pp. 107-125, 2015, Available at SSRN: https://ssrn.com/abstract=2564838 or http://dx.doi.org/10.1111/radm.12055

Chris Storey (Contact Author)

City University London - Sir John Cass Business School ( email )

106 Bunhill Row
London, EC1Y 8TZ
United Kingdom

Helen Perks

University of Manchester - Manchester Business School ( email )

Booth St. West
Manchester M13 9PL
United Kingdom

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