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

Hildesheim, Andreas

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URN: urn:nbn:de:bsz:180-madoc-297008
Document Type: Doctoral dissertation
Year of publication: 2012
Place of publication: Mannheim
University: Universität Mannheim
Evaluator: Kuester, Sabine
Date of oral examination: 5 October 2011
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Subject headings (SWD): Innovationsmanagement , Produktentwicklung , Vertrieb , Erfolg
Keywords (English): 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.

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