Internal market orientation adoption : why and how it is important for new service development

Chryssochoidis, George and Gounaris, Spiros and Boukis, Achilleas (2018) Internal market orientation adoption : why and how it is important for new service development. In: European Marketing Academic Annual Conference: EMAC 2018, 2018-05-29 - 2018-06-01, University of Strathclyde.

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    Abstract

    New service development (NSD) literature is void when it comes to the drivers that explain the NSD team’s ability to successfully deliver the new service. We develop a conceptual framework suggesting that the adoption of internal market orientation (IMO) influences the dynamics of the NSD team, which in turn impact on its performance by allowing the team to better use the kind and amount of resources the management allocated in the NSD effort. We test this framework against 116 NSD managers and 543 NSD team members. The results demonstrate the importance of adopting IMO as a nomological antecedent to the NSD team’s ability to successfully deliver the new service. We produce fresh insights of the importance the management of the NSD team for new service success and the profound impact of IMO adoption, laying the ground for HR to form strong bridges with marketing.