Strategic fit to resources versus NPD execution proficiencies: what are their roles in determining success?

Nukhet Harmancioglu, Cornelia Droge, Roger J. Calantone

Journal of the Academy of Marketing Science · 2009 · Volume 37 · Issue 3

Abstract

This research examines the roles of strategic ‘fit’ versus execution proficiency in creating superior performance for new products. Specifically, we compare main effects versus moderation effects models of execution proficiency within a resource-based view (RBV) framework. Four new product success dimensions are outcomes. Marketing ‘fit’ and technological ‘fit’ are viewed asresource fit advantagesand are antecedents in the model; marketing versus technicalexecution proficienciesrelate to the project’s execution. The results show that the proficiencies-as-moderators model is the better fitting one; marketing but not technical proficiency is the key moderator. The results regarding resource fit advantage show that (1) both marketing fit and technological fit were positively related directly to profitability and to new product advantage; (2) marketing fit had direct positive effects on customer need met; and (3) neither marketing fit nor technological fit predicted speed. Concerning execution proficiencies: (1) technical execution proficiencies led to higher profitability and customer needs met, as well as speed; and (2) marketing execution proficiency was theonlyconstruct that led directly to increased success on all four dimensions examined in this research. Overall, support was found for the general premise thatbothmarketing and technological resource fit advantagesandmarketing and technical execution proficiencies are significant predictors of new product success factors, with marketing proficiencies having additional moderating effects on the relationship of resource fit to performance.

Keywords

Strategic resource fit, Execution proficiencies, New product success factors, New product development

Enable JavaScript for citation tools and additional paper interactions.