Exploring the dual effect of effectuation on new product development speed and quality

被引：54
作者：
Wu, Liang [1 ,2 ]
Liu, Heng [2 ]
Su, Kun [3 ]
机构：
[1] Guangdong Univ Foreign Studies, Ctr Cantonese Merchants Res, 178 Waihuan Dong Rd, Guangzhou 510006, Peoples R China
[2] Sun Yat Sen Univ, Lingnan Coll, 135 Xingang Xi Rd, Guangzhou 510275, Guangdong, Peoples R China
[3] Northwestern Polytech Univ, Sch Management, 127 Youyi Xi Rd, Xian 710072, Peoples R China
来源：
JOURNAL OF BUSINESS RESEARCH | 2020年 / 106卷
基金：
中国国家自然科学基金;
关键词：
Effectuation; New product advantages; NPD speed; New product quality; Competitive intensity; COMPETITIVE INTENSITY; MARKET ORIENTATION; DECISION-MAKING; MODERATING ROLE; PERFORMANCE; INNOVATION; IMPACT; CREATIVITY; ADVANTAGE; CAUSATION;
D O I：
10.1016/j.jbusres.2019.09.016
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Existing research provides mixed insights concerning the impact of effectuation on new product advantages. We address these contradictions by highlighting the dual nature of the relationship between effectuation and new product advantages. By arguing that effectuation differentially affects two types of new product advantages, namely new product development (NPD) speed and new product quality (NPQ), we hypothesize that effectuation is positively related to NPD speed but has an inverted U-shaped relationship with NPQ. Moreover, we reveal that competitive intensity strengthens the relationship between effectuation and these two types of new product advantages. Using a questionnaire survey of 180 sample firms in China, we test and find strong support for our hypotheses. This study highlights trade-offs in new product advantages associated with effectuation and provides important theoretical and managerial implications.
引用
收藏
页码：82 / 93
页数：12
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