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Relationship learning and international customer involvement in new product design: The moderating roles of customer dependence and cultural distance

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  • Najafi-Tavani, Zhaleh
  • Mousavi, Sahar
  • Zaefarian, Ghasem
  • Naudé, Peter

Abstract

This study focuses on relationship learning and its implications for international customer involvement during the design stage of the new product development (NPD) process. It utilizes relationship learning capability perspective to investigate the linkages between relationship learning, international customer involvement, and suppliers' performance. We also investigate whether customer dependence and cultural distance moderate the association between (a) relationship learning and international customer involvement and (b) international customer involvement and supplier performance. Using 264 respondents from Chinese manufacturing firms that have international customers, this study identifies that international customer involvement partially mediates the link between relationship learning and supplier performance. Furthermore, customer dependence strengthens, and cultural distance weakens, the effect of relationship learning on international customer involvement. However, only cultural distance negatively moderates the relationship between international customer involvement and supplier performance.

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  • Najafi-Tavani, Zhaleh & Mousavi, Sahar & Zaefarian, Ghasem & Naudé, Peter, 2020. "Relationship learning and international customer involvement in new product design: The moderating roles of customer dependence and cultural distance," Journal of Business Research, Elsevier, vol. 120(C), pages 42-58.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:42-58
    DOI: 10.1016/j.jbusres.2020.07.020
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    4. Vu Minh Ngo & Huan Huu Nguyen & Hiep Cong Pham & Hung Manh Nguyen & Phuc Vinh Dang Truong, 2023. "Digital supply chain transformation: effect of firm’s knowledge creation capabilities under COVID-19 supply chain disruption risk," Operations Management Research, Springer, vol. 16(2), pages 1003-1018, June.
    5. Yayla, Serdar & Kutlubay, Omer Cem & Cicek, Mesut & Yeniyurt, Sengun, 2023. "Once upon a time in a foreign market: The role of cultural distance in the economic performance of multilateral non-equity partnerships," International Business Review, Elsevier, vol. 32(4).
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    7. Juhani Ukko & Minna Saunila & Mina Nasiri & Tero Rantala, 2022. "The importance of sustainability engagement in small businesses supplier collaboration," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(1), pages 1-9, February.
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