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The Role Of Market Knowledge Type On Product Innovation Performance

Author

Listed:
  • DAN PETROVICI

    (Kent Business School, University of Kent, United Kingdom)

  • MICHAEL OBAL

    (Manning School of Business, University of Massachusetts Lowell, USA)

  • BRYN WALTON

    (Market Research, Deloitte, United Kingdom)

  • ANDREW FEARNE

    (Norwich Business School, University of East Anglia, United Kingdom)

Abstract

While it is understood that market knowledge can positively impact product innovation performance (PIP), a better understanding on the nuanced roles of different aspects of market knowledge is needed. More specifically, we aim to gain an understanding of how different types of market knowledge, such as tacit knowledge, are developed and utilised, especially in high uncertainty environments. This research was conducted with a sample of in-depth interviews with industry experts in new product development in the UK grocery sector (N=8) followed up by a survey of 193 companies from the UK grocery sector. The study proposes two measures of market information-gathering activities (MIGA) and market knowledge volume informed by input from experts in the UK grocery sector. Results show that MIGA have a positive effect on market knowledge volume and specificity. Market knowledge volume and specificity consequently have a direct effect on PIP. Finally, market knowledge tacitness is positively moderated by market uncertainty. That is, market knowledge tacitness is most impactful in high uncertainty environments, but offers limited benefit in low uncertainty environments. This study provides evidence of how market knowledge-gathering activities and types can positively impact new product performance, especially in high uncertainty environments.

Suggested Citation

  • Dan Petrovici & Michael Obal & Bryn Walton & Andrew Fearne, 2019. "The Role Of Market Knowledge Type On Product Innovation Performance," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(05), pages 1-30, July.
    • Handle: RePEc:wsi:ijimxx:v:24:y:2019:i:05:n:s1363919620500462
    DOI: 10.1142/S1363919620500462
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    Cited by:

    1. Ye Ying, 2022. "The Impact of Collaborative Development and Knowledge Sharing of Medical Device Enterprises on Innovation Performance," International Journal of Science and Business, IJSAB International, vol. 16(1), pages 271-284.

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