Exploring the drivers of new product success for businesses in Asia: a meta-analysis |
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| Authors: | Stephen Chi-Tsun Huang Kuen-Hung Tsai |
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| Institution: | 1. Department of Marketing and Distribution Management , National Kaohsiung First University of Science and Technology , 2 Jhuoyue Rd, Nanzih , Kaohsiung 811 , Taiwan howhowone2000@gmail.com;3. Department of Business Administration , National Taipei University , 151 University Rd, San Shia , Taipei 237 , Taiwan |
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| Abstract: | Even though a large amount of research has investigated how different factors impact new product performance in different contexts, little attention has been paid to exploring the drivers of new product success for businesses in Asia. This study therefore focuses on this issue by using a meta-analytic approach to aggregate the empirical findings of studies published before 2011. By controlling several contextual factors (product type, unit of analysis and time), the results from generalized least-squared analyses show that the predictor–performance relationships are stronger for Asian firms when the predictors are market orientation, marketing synergy, technological synergy, product advantage, product innovativeness, cross-functional integration, top management support, pre-development proficiency, technological proficiency, market potential and technological turbulence. In addition, the results also reveal that most of the performance effects of the predictors are different between low-technology and high-technology products. |
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| Keywords: | Asia market orientation new product success product innovativeness top management support |
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