IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v53y2025i5d10.1007_s11747-025-01082-9.html
   My bibliography  Save this article

The effect of customer-centric strategy and structure alignment on new product portfolio innovativeness and firm performance

Author

Listed:
  • Soo Hyung “Ralph” Park

    (Mays Business School Texas A&M University)

  • David A. Griffith

    (Mays Business School Texas A&M University)

Abstract

The authors build on configuration theory to argue that the alignment of a customer-centric strategy and a customer-centric structure allows a firm to increase firm performance through new product portfolio innovativeness. They further contend that the influence of customer-centric strategy-structure alignment on new product portfolio innovativeness can be amplified by increasing the firm’s strategic resource emphasis toward R&D, relative to advertising. The model is tested using a 9-year panel dataset (2011–2019) involving 695 firm-year observations comprising 8,899 product launches across 91 firms. The findings indicate that new product portfolio innovativeness mediates the positive effect of customer-centric strategy-structure alignment on firm performance, and that the increase in strategic resource emphasis toward R&D amplifies the effect of customer-centric strategy-structure alignment on new product portfolio innovativeness. Implications for theory and practice are discussed.

Suggested Citation

  • Soo Hyung “Ralph” Park & David A. Griffith, 2025. "The effect of customer-centric strategy and structure alignment on new product portfolio innovativeness and firm performance," Journal of the Academy of Marketing Science, Springer, vol. 53(5), pages 1306-1334, September.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:5:d:10.1007_s11747-025-01082-9
    DOI: 10.1007/s11747-025-01082-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-025-01082-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-025-01082-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:53:y:2025:i:5:d:10.1007_s11747-025-01082-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.