Effective implementation of relationship orientation in new product launches |
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| Institution: | 1. University of Helsinki, Faculty of Pharmacy, Division of Pharmaceutical Chemistry and Technology, Viikinkaari 5E, FI-00014 University of Helsinki, Finland;2. Turku Institute for Advanced Studies, Turku School of Economics, Department of Marketing, FI-20014 University of Turku, Finland;3. Tunturikatu 17 B 21, FI-00100 Helsinki, Finland;4. University of Helsinki, P.O. Box 62, FI-00014 University of Helsinki, Finland;1. Department of Business and Information Technology, Missouri University of Science and Technology, 107 I Fulton Hall, Rolla, MO 65409, USA;2. Department of Mathematics and Statistics, Missouri University of Science and Technology, 110 Rolla Building, Rolla, MO 65409, USA;1. Queen''s University Management School, Queen''s University Belfast, Riddel Hall, 185 Stranmillis Road, Belfast BT9 5EE, Northern Ireland, UK;2. Birmingham Business School, University of Birmingham, University House, Edgebaston, Birmingham B15 2TY, UK;3. Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, UK;1. Stockholm School of Economics, Sveavägen 65, 113 83 Stockholm, Sweden;2. Università Cattolica di Milano, Department of Management and Economic Studies, Via Necchi, 7, 20123 Milan, Italy;3. Insper – Instituto de Ensino e Pesquisa, Rua Quatá, 300, Vila Olimpia, 04546-042 São Paulo-SP, Brazil |
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| Abstract: | The critical role of relationships in business performance is widely recognized in the business marketing literature. However, to date, the prevailing new product launch research has concentrated on firms' general customer and competitor focus on predicting launch performance, and mainly applied a product centered or marketing mix perspective on considering effective strategic and tactical launch activities. Consequently, there is only scant knowledge on the relevance of a relational perspective when launching new products. The study contributes to this gap by examining the impact of firms' relationship orientation on launch performance and the key activities through which it is transformed into performance in the new product launch context. A set of hypotheses is developed and tested with data collected from 109 new product launches in pharmaceutical companies. The results show that sales force management and relationship leveraging mediate relationship orientation's impact on launch performance through complexly intertwined relationships. From a theoretical perspective, this study highlights the role of the relational perspective in new product launch and fosters our understanding on how relationship-focused culture is effectively implemented in practice. From a managerial perspective, the results offer insights on how firms can effectively enhance the successful commercialization of new products through relationship-oriented sales and marketing activities. |
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