Shaping B2B Customer Needs Focus through Production Management Strategies  

Oleh:

Frank, Björn ; Grupp, August ; Enkawa, Takao

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-9.
Topik: New Product Development; Responsive Customer Needs Focus; Proactive Customer Needs Focus; Production Management; Cross-Functional Cooperation
Fulltext: PM2-3.4-P0322.pdf (409.6KB)

Isi artikel

In recent years, many firms have outsourced their manufacturing activities to supplier firms in emergent markets. The debate on the benefits of integrating vs. outsourcing manufacturing activities has so far only highlighted the operational benefits of manufacturing integration. By contrast, this study makes the original proposition that manufacturing integration is beneficial not only to operational performance, but also to the marketing performance of new product development (NPD) teams in business-to-business (B2B) contexts. Specifically, this study hypothesizes that inter-functional cooperation at the NPD-manufacturing interface and the pursuit of continuous improvement in manufacturing can enhance the responsive and proactive customer needs focus of NPD teams. Based on hierarchical linear modeling of survey data collected from 194 high-level managers of 128 strategic business units in 113 firms, 18 countries, and 10 industries, this study finds that manufacturing orientation of NPD, NPD involvement of manufacturing, and lead time improvement activities in manufacturing positively influence the proactive customer needs focus of NPD teams. Moreover, manufacturing orientation of NPD and employee empowerment in manufacturing positively influence responsive customer needs focus of NPD teams. While proactive customer needs focus enhances the market performance of new products directly, responsive customer needs focus enhances market performance indirectly through shorter time to market. Hence, this study confirms the existence of unique marketing benefits of manufacturing integration that firms need to take into account when weighing the benefits of integrating vs. outsourcing manufacturing activities

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