Internal knowledge exploitation - the role of sales force integration in new product development

Hildesheim, Andreas

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URL:	https://madoc.bib.uni-mannheim.de/29700
URN:	urn:nbn:de:bsz:180-madoc-297008
Dokumenttyp:	Dissertation
Erscheinungsjahr:	2012
Ort der Veröffentlichung:	Mannheim
Hochschule:	Universität Mannheim
Gutachter:	Kuester, Sabine
Datum der mündl. Prüfung:	5 Oktober 2011
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
Fachgebiet:	330 Wirtschaft
Normierte Schlagwörter (SWD):	Innovationsmanagement , Produktentwicklung , Vertrieb , Erfolg
Freie Schlagwörter (Englisch):	Sales Force , New Product Development , New Product Success
Abstract:	This dissertation focuses on the distinct role of sales force integration in generating improved new product performance outcomes. Drawing on the resource-based view of the firm, we argue that the company-internal processing of the market information provided by salespeople represents a critical resource that allows for the development of successful new products via new product advantages and the adoption of new products by salespeople. Data pertaining to 219 new product projects and 269 companies from various industries provide empirical evidence that the intensity of sales force integration in the context of new product development significantly affects new product success beyond the effect of marketing integration. The study results also demonstrate that information quality and timing influence the effectiveness of sales force integration in achieving superior new product offerings and higher levels of new product success. The authors provide implications for decision makers in new product development and discuss avenues for further research.