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Customer Analytics and New Product Performance: The Role of Contingencies

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Customer Analytics and New Product Performance: The Role of Contingencies. / Ozdemir, Sena; Wang, Yichuan; Gupta, Suraksha et al.
In: Technological Forecasting and Social Change, Vol. 201, 123225, 30.04.2024.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Ozdemir, S, Wang, Y, Gupta, S, Sena, V, Zhang, S & Zhang, M 2024, 'Customer Analytics and New Product Performance: The Role of Contingencies', Technological Forecasting and Social Change, vol. 201, 123225. https://doi.org/10.1016/j.techfore.2024.123225

APA

Ozdemir, S., Wang, Y., Gupta, S., Sena, V., Zhang, S., & Zhang, M. (2024). Customer Analytics and New Product Performance: The Role of Contingencies. Technological Forecasting and Social Change, 201, Article 123225. https://doi.org/10.1016/j.techfore.2024.123225

Vancouver

Ozdemir S, Wang Y, Gupta S, Sena V, Zhang S, Zhang M. Customer Analytics and New Product Performance: The Role of Contingencies. Technological Forecasting and Social Change. 2024 Apr 30;201:123225. Epub 2024 Feb 6. doi: 10.1016/j.techfore.2024.123225

Author

Ozdemir, Sena ; Wang, Yichuan ; Gupta, Suraksha et al. / Customer Analytics and New Product Performance : The Role of Contingencies. In: Technological Forecasting and Social Change. 2024 ; Vol. 201.

Bibtex

@article{75a7a775d9254ae192b34c9ceb209cec,
title = "Customer Analytics and New Product Performance: The Role of Contingencies",
abstract = "Drawing from the Knowledge Based View (KBV) of the firm and Contingency Theory, this paper examines the extent to which the relationship between Customer Analytics (CA) and new product performance is contingent on the strategic fit of CA with certain internal and external contingencies. The paper first conducts a multiple case study based on secondary data analysis. It then undertakes an empirical analysis based on a survey data of 249 high and medium tech firms based in China. We find that while some internal contingencies (such as exploitative learning strategy and market knowledge breadth) negatively moderate the effect of CA on new product performance, others (such as internal capability and knowledge integration mechanisms) mediate its effect on performance. Technological turbulence, as an external contingency, was found to reduce the positive impact of CA deployment on new product performance. This study contributed to the literature by focusing on how several internal and external contingencies of a firm may affect the relationship between CA and new product performance. ",
author = "Sena Ozdemir and Yichuan Wang and Suraksha Gupta and Vania Sena and ShiJie Zhang and Minhao Zhang",
year = "2024",
month = apr,
day = "30",
doi = "10.1016/j.techfore.2024.123225",
language = "English",
volume = "201",
journal = "Technological Forecasting and Social Change",
issn = "0040-1625",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Customer Analytics and New Product Performance

T2 - The Role of Contingencies

AU - Ozdemir, Sena

AU - Wang, Yichuan

AU - Gupta, Suraksha

AU - Sena, Vania

AU - Zhang, ShiJie

AU - Zhang, Minhao

PY - 2024/4/30

Y1 - 2024/4/30

N2 - Drawing from the Knowledge Based View (KBV) of the firm and Contingency Theory, this paper examines the extent to which the relationship between Customer Analytics (CA) and new product performance is contingent on the strategic fit of CA with certain internal and external contingencies. The paper first conducts a multiple case study based on secondary data analysis. It then undertakes an empirical analysis based on a survey data of 249 high and medium tech firms based in China. We find that while some internal contingencies (such as exploitative learning strategy and market knowledge breadth) negatively moderate the effect of CA on new product performance, others (such as internal capability and knowledge integration mechanisms) mediate its effect on performance. Technological turbulence, as an external contingency, was found to reduce the positive impact of CA deployment on new product performance. This study contributed to the literature by focusing on how several internal and external contingencies of a firm may affect the relationship between CA and new product performance.

AB - Drawing from the Knowledge Based View (KBV) of the firm and Contingency Theory, this paper examines the extent to which the relationship between Customer Analytics (CA) and new product performance is contingent on the strategic fit of CA with certain internal and external contingencies. The paper first conducts a multiple case study based on secondary data analysis. It then undertakes an empirical analysis based on a survey data of 249 high and medium tech firms based in China. We find that while some internal contingencies (such as exploitative learning strategy and market knowledge breadth) negatively moderate the effect of CA on new product performance, others (such as internal capability and knowledge integration mechanisms) mediate its effect on performance. Technological turbulence, as an external contingency, was found to reduce the positive impact of CA deployment on new product performance. This study contributed to the literature by focusing on how several internal and external contingencies of a firm may affect the relationship between CA and new product performance.

U2 - 10.1016/j.techfore.2024.123225

DO - 10.1016/j.techfore.2024.123225

M3 - Journal article

VL - 201

JO - Technological Forecasting and Social Change

JF - Technological Forecasting and Social Change

SN - 0040-1625

M1 - 123225

ER -