دانلود رایگان مقاله انگلیسی گرایش بین المللی و یکپارچه سازی متقابل کارکردی در توسعه محصول جدید - اشپرینگر 2017

Abstract

Drawing upon an organizational learning perspective, this study suggests that international orientation and functional integration are important determinants of new product success in the global market. Based on survey data of 188 Korean manufacturing firms, we examined the interplay between international orientation and cross-functional integration in new product development (NPD). The results reveal that internationally oriented firms can gain crucial market expertise for successful NPD, and cross-functional integration amplifies the benefits of international orientation. Consistent with the organizational learning perspective, this study highlights the importance of forming an organizational culture that actively pursues foreign market opportunities and promotes collaboration among functional areas.

Limitations and future research

Drawing upon previous literature on international orientation and cross-functional integration, this study investigated the performance implications for new products. We used a sample of Korean manufacturers that have grown as major players in the global market in many industries. Naturally, this subject can be further examined by using samples from different countries. As Jeong (2003, p. 370) noted, ‘‘Country environments influence the firm’s NPD efforts and its propensity to diversify internationally’’; thus, an extension of this study with a different national context would enhance the generalizability of our findings. In the context of Asian firms, there are systemic distinctions between firms from Korea and Japan or China due to economic, cultural, and political conditions; thus, an extension of this study would improve our understanding of international orientation and new product management in Asian firms. Second, it is possible to argue that the relationship between international orientation and new product performance is bi-directional, as internationalization theory explains that firms may pursue internationalization as a consequence of superior domestic performance. While this would certainly be an interesting topic to explore, we leave this for a future research agenda.