The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence

IF 3.6 3区 管理学 Q2 BUSINESS
Woo-Suk Jun, Ho-Taek Yi, Fortune Edem Amenuvor
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引用次数: 0

Abstract

Purpose

This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of technological turbulence.

Design/methodology/approach

Data were collected from 319 South Korean startups and empirically analyzed using structural equations modeling technique.

Findings

First, marketing agility is a potent catalyst that positively influences the novelty and meaningfulness of new products, thereby enhancing new product creativity. Second, marketing agility contributes significantly to new product performance across multiple dimensions, including market, financial, and customer performances. Third, this study underscores the pivotal role of new product creativity, with both novelty and meaningfulness proving to be key drivers of improved new product performance. Technological turbulence is revealed as a moderating force, amplifying the positive relationship between new product novelty and performance. However, while it substantiates some moderating effects, the study does not find significant support for the role of technological turbulence in moderating the relationships among new product meaningfulness, marketing agility, and new product performance.

Originality/value

To the best of our knowledge, this study is the first to analyze the effect of startups’ marketing agility on new product creativity and performance considering the moderating effect of technological turbulence, especially in the South Korean context. This study offers practical insights emphasizing the indispensability of marketing agility for startups operating in rapidly evolving markets. Additionally, it advocates a strategic emphasis on novelty in high-tech turbulence scenarios to bolster new product performance.

初创企业营销敏捷性对新产品创造力和新产品绩效的影响:技术动荡的调节作用
本研究旨在探讨初创企业的营销敏捷性对其新产品创造力和新产品绩效的影响,同时研究技术动荡的调节作用。研究从 319 家韩国初创企业中收集数据,并使用结构方程建模技术进行实证分析。研究结果首先,营销敏捷性是一种有效的催化剂,它能积极影响新产品的新颖性和意义,从而提高新产品创造力。其次,营销敏捷性对新产品在市场、财务和客户绩效等多个维度上的表现都有显著的促进作用。第三,本研究强调了新产品创造力的关键作用,新颖性和有意义性被证明是提高新产品绩效的主要驱动力。研究显示,技术动荡是一种调节力量,放大了新产品新颖性与绩效之间的正相关关系。原创性/价值 据我们所知,本研究首次分析了初创企业的营销灵活性对新产品创造力和绩效的影响,并考虑到了技术动荡的调节作用,尤其是在韩国的背景下。本研究提供了实用的见解,强调了在快速发展的市场中运营的初创企业不可或缺的营销灵活性。此外,它还提倡在高科技动荡的情况下从战略上强调新颖性,以提高新产品的性能。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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