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TIE4: New Product Development
Donnerstag, 19.03.2020:
14:15 - 15:45

Chair der Sitzung: Søren Salomo, TU Berlin
Ort: Virtueller Raum 1

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Sales Force Influence on New Product Developments: The Fine Line between Too Little and Too Much Sales Force Influence.

Sebastian Glöckner2, Holger Ernst2, Anna Dubiel1

1King's Business School, London, Vereinigtes Königreich; 2WHU - Otto Beisheim School of Management, Vallendar

Cooperation between marketing, sales, and R&D departments in new product development (NPD) projects drives new product performance. While the role of marketing throughout the NPD process has received broad attention, the role of sales has not. Prior research typically reduced the role of sales to a facilitator of market knowledge for new products pre-launch and to its functional role of selling new products post-launch. We argue that, next to these two roles, the role of salespeople as integral NPD project team members is highly important. Further, we differentiate between pure participation and influence within the NPD project team. We extend prior research by separating these two aspects and analyzing their respective impacts on each other and on NPD project performance. We use data from 104 innovation projects to test several hypotheses. The results show an inverted, u-shaped relationship between sales force influence and NPD project performance. Furthermore, we show that the effect of sales force participation on NPD project performance is fully mediated by sales force influence. We also address the determinants of sales force influence. While prior research has emphasized behavioral tactics, our findings stress that intra-organizational sources of power are equally important for sales force influence.

Mapping the Journal Landscape of Innovation Studies: A Bibliometric Analysis

Valeska Maul, Robert Rose, Katharina Hölzle

Universität Potsdam, Deutschland

The progressing scientific inquiry of innovation has resulted in a mature but diverse field of published research. A multitude of scholarly outlets are dedicated to the study of innovation-related phenomena and associated contexts of economics and policy, engineering, entrepreneurship, new product development, research and development, or technology management. As leading journals dedicated to either of these domains are regularly subsumed in the ‘innovation’ category of traditional classifications and rankings, novice readers and aspiring authors are provided with little available indication on what characterizes these heterogeneous sources of scientific knowledge on innovation. Therefore, our study is set out to bibliometrically assess the knowledge base of innovation studies, and specifically, examines the co-citation structures and topical foci for a curated selection of eleven representative outlets and their published works for the recent decade (N = 7,874 records; 2009–2018). The findings reveal distinct colleges of knowledge and highlight ‘open innovation’ as the key emerging topic of the past decade. In perspective, we hope to contribute to a more differentiated and systematic understanding of the field’s intellectual structure and to inform innovation research readers and authors on relevant research areas.

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