دانلود رایگان مقاله انگلیسی بینشی از فرآیند بعدی توسعه محصول جدید: یافته هایی از ترکیه - امرالد 2018

Abstract

Purpose – The understanding of the later stage (i.e. the exploitation phase) in the new product development (NPD) process by companies from emerging markets is underdeveloped. The purpose of this paper is to address this lack and, by drawing upon a data set from Turkish firms, explore how different factors affect the exploitation phase of the NPD process. Design/methodology/approach – Multiple hierarchical regression analyses were carried out on a sample of 671 Turkish firms operating in five industries (i.e. information and communication technologies, biomedical, machinery, chemical and plastic, and food and beverage) in the Izmir region (Turkey) to test the hypotheses. Findings – Results reveal major differences regarding human capital, leadership, marketing capabilities, and business and institutional networks in terms of the commercialization of newly developed products in domestic and international markets. Originality/value – By focusing on the exploitation stage, this paper extents the growing research efforts to study the NPD process of companies in emerging economies other than China by using primary data from Turkey.

6. Conclusion

The contributions of this paper are manifold. Using the constructs of human capital, networks, leadership, and marketing capabilities, this paper provides an empirical investigation of the exploitation phase of the NPD process in Turkish firms. Thus, the paper aims to contribute to the slowly growing research that studies innovation by companies in emerging markets (Zeschky et al., 2011). In addition, using primary data from Turkey, this paper contributes to the study of the later stages in the NPD process taking the perspective of an emerging economy other than China (Subramaniam et al., 2015), India and Russia (Fey et al., 2016) and thus, offers the opportunity to expand our understanding of the topic in different parts of the world. The findings show some particularities of Turkey, which might be extrapolated to other countries at a similar stage of experience regarding new product commercialization. Finally, by having data that comprises both large and small companies the study goes beyond existing research that normally investigates multinational corporations from emerging markets (Ignatius et al., 2012; Subramaniam et al., 2015; Fey et al., 2016; Kotabea and Kothari, 2016). In sum, we believe that our study contributes to the further development of the NPD literature by focusing on the later stage of this process addressing firms in emerging markets.

From a policy perspective, this study offers some insights as well. We show that smaller Turkish organizations currently do not rely on institutional networks with universities for new product commercialization in international markets. This is in contrast with previous research that has shown the important role these institutional networks can play in stimulating new product commercialization in countries at this stage of development (e.g. Yiu et al., 2007). As this study gives insight into the different determinants of institutional networks, we believe that policymakers are in the position to develop support programs which are closer to business reality.