KNOWLEDGE TYPE AND NEW PRODUCT LAUNCH SUCCESS: THE MODERATING EFFECT OF KNOWLEDGE MANAGEMENT SYSTEM

Abstract

The process of new product launch success is crucial for the corporate success of a firm. The purpose of this research is to explore the critical role of knowledge management system in leveraging knowledge type to improve new product launch success within the context of leather gloves industry in Pakistan. Data were collected from 429 leather gloves firms in Sialkot Pakistan using quantitative survey questionnaire. The participants were 211 product managers of leather gloves firms in Sialkot Pakistan. This study adopts the partial Least Square Structural Equation Modeling (PLS-SEM) for the purpose of data analysis. As such, the results of the analysis revealed that knowledge management system, knowledge tacitness, and knowledge complexity, all have direct significant positive impact on new product launch success. Interestingly, knowledge management system was not found to moderate the relationship between knowledge type and new product launch success. This study is one of the few that investigated the moderating effect of knowledge management system on the relationship between knowledge type and new product launch success among product managers in the leather gloves industry. The results contribute extensive inputs beneficial for policymakers, the government of Pakistan, firm owners, product managers, as well as other stakeholders to formulate successful policies and practices.