An Empirical Reseacrh Of The Relationship Of Marketing Oirentation, Team Process And New Product Performance

New product development is an important safeguard for an enterprise to takesuperior competitive position in the ever-changing market. Numerous enterprisesthrow themselves into the development of new products with the attempt ofoccupying the strategic commanding point in order to grab extra profit. However,new product development itself is full of risk and challenge. Only a small part of thecompanies have made their way to success, while the big part of the companiessuffered failure at huge cost. Therefore, it is of critical importance for the enterprisesto achieve success in new product development through resource allocation, teamprocess and knowledge management.The structure of this paper is organized as follows: The first chapter is theintroduction. It mainly discussed the background, significance and issues of the studyand described the contents and methods as well as the overall framework arrangementof the paper. The second chapter is a literature review. Mainly the basis of relevanttheories was summarized and combed, the theoretical significance of team process fornew product performance was illustrated, and the necessity of new productdevelopment was illuminated based on the integration of diverse perspectives.Chapter III is theoretical assumptions, where the assumptions and conceptual modelswere brought forward around the topic of the research by right of prudent logicalreasoning. Chapter IV is study design. This chapter mainly focused on reporting theprocess of collecting empirical data, as well as verifying the reliability and validity ofthe data. The principle of main statistical analysis methods was briefly described.Chapter V is data analysis and results. Theoretical model assumptions were verifiedand results were reported resulting from variable correlation analysis, hierarchicalregression analysis and structural equation modeling. Chapter VI is the conclusion. Itmainly led to the inspiration from both the theory and the practice, pointing out thedeficiency of the research and future research prospects, and drew generalconclusions.Based on the theory of integrated market orientation, team process and knowledge-based view, etc., the paper aims at opening the “black box” whichimpacts the performance of new product development. The paper was drafted toanswer three theoretical questions: How does customer orientation promote newproduct performance through team process；How does cross-functional cooperationorientation promote new product performance through team process；And how doesknowledge integration mechanism impact on an enterprise to achieve new productperformance. With available269questionnaires from enterprises and verifying theassumptions of relevant theories by statistic analytic method such as hierarchicalmultiple regression and structural equation modeling, the paper has got the followingmajor findings and conclusion after empirical study:First, customer orientation, as a kind of cooperate culture, had impact on newproduct performance through the intermediate action of team process. With thetheoretical view of combining market orientation and team process, the papervalidated the intermediate effect of team process on customer orientation and newproduct performance. It indicated that the enterprises should further improve the levelof customer orientation and achieve success in new product development supportingby team process.Second, cross-functional cooperation did not act directly on new productperformance. Instead, it worked on new product performance when involved in theaction level. That is to say, cross-functional cooperation orientation had impact onnew product performance through the intermediate effect of team process. It indicatedthat the enterprises should, on one hand, create favorable atmosphere of team processto enhance the intimacy and trust among the team. On the other hand, the interactiveactivities such as self-examination and supervision of the team should be included inthe routine work of each day so as to upgrade the efficiency of utilizing the resourcesboth internal and external.Third, the paper validated the regulatory effect of knowledge integrationmechanism on market orientation and new product performance, and found out thatthe relationship between customer orientation and new product performance wasinfluenced by knowledge integration mechanism in a way of positive regulation.Meanwhile, it was found that knowledge integration mechanism positively regulated the relationship between team cooperation extent and new product performance. Itindicated that the key to successful new product development was not only dependedon the rare resources which an enterprise embraced both internal and external, butalso how the enterprise utilized them in the process of development. As a way ofknowledge management, knowledge integration mechanism had effectively prized theknowledge resource born by the social network and further improved new productperformance. It implies that the enterprises should attach strategic importance to thechannel of knowledge sharing and transfer in business management.The theoretical value and creation of this paper are mainly reflected in thefollowing aspects: First, based on preceding research findings, the author clarified theboundary between the concept and theory of team process, modified and perfected thedimensionality carving up of team process, and brought forward that team processwere composed of three dimensionalities—team reflexivity, team monitoring andteam altruistic behavior. The concept of altruistic behavior followed the idea oforganizational citizenship behavior, which made up the limitation and deficiencyfrom a single research angle of view and made it more scientific and reasonable ofcarving up dimensionality of team process. Second, the functional route throughwhich the new product performance was affected by internal and external resourceswas revealed based on the perspective of team process. It has enriched and expandedthe interpretation on new product performance from different perspectives and helpedto further reveal the impact of new product performance of the “black box”. Third,the action mechanism that knowledge integration mechanism played between marketorientation and new product performance was analyzed theoretically, which helps tofurther improve the research on domestic and international market-orientedcontingency influencing factors. It has certain significance of practical reference forChinese enterprises under transformation in how to obtain, absorb and utilize theknowledge resources as well as the establishment of related rules and institutions.