The role of market knowledge type on product innovation performance

Petrovici, Dan, Obal, Michael, Walton, Bryn and Fearne, Andrew (2020) The role of market knowledge type on product innovation performance. International Journal of Innovation Management, 24 (5). ISSN 1363-9196

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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
Uncontrolled Keywords: market knowledge,market information-gathering activities,market knowledge tacitness,market uncertainty,new product development,product innovation performance,business and international management,strategy and management,management of technology and innovation,sdg 9 - industry, innovation, and infrastructure ,/dk/atira/pure/subjectarea/asjc/1400/1403
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Medicine and Health Sciences > Research Centres > Norwich Institute for Healthy Aging
Faculty of Social Sciences > Research Groups > Innovation, Technology and Operations Management
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Depositing User: LivePure Connector
Date Deposited: 10 Dec 2019 02:25
Last Modified: 21 Apr 2023 00:13
DOI: 10.1142/S1363919620500462

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