2015 Fiscal Year Final Research Report
The effect of market learning on new product development performance
| Project/Area Number |
25780273
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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| Research Field |
Commerce
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| Research Institution | Teikyo University (2014-2015)
Waseda University (2013) |
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Principal Investigator |
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| Project Period (FY) |
2013-04-01 – 2016-03-31
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| Keywords | マーケティング / 製品開発 / 市場学習 / 組織学習 / 製品戦略 |
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| Outline of Final Research Achievements |
I examined the effect of market learning in new product development project on the product performance through literature review and empirical study. In literature review, I synthesized 53 empirical studies that tested the relationship between organizational ambidexterity and business performance by meta-analytic approach. Organizational ambidexterity refers to balancing exploratory learning and exploitative learning.
In empirical study, I collected 157 sets of responses from managers of Japanese listed manufacturers and tested some hypothesis. The findings indicate that market learning ambidexterity (interaction terms of exploratory market learning and exploitative market learning) has positive effect on new product performance.
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| Free Research Field |
マーケティング戦略
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