New Product Market Success for Bio-Tech Industry

Abstract:

The role of organizational integration as an antecedent of new product performance has been extensively documented in the literature. A leading corporation must either develop new successful products to sustain its business competence or keep growing in global markets. Organizational integration has attracted ever-increasing interest because of the publication of seminal works and is a strategically valuable resource for successful new product development (NPD). This article focuses on NPD projects in the Taiwanese bio-tech industry. In particular, this study examines the mediate relationship between Organizational integration and new product market success through innovation capability. We propose our research model and then test it by applying structural equation modeling based on the partial least squares (PLS) methodology. The results show that organizational integration not only can achieve new product market success directly but can also increase new product market success through innovation capability.

• Periodical: Applied Mechanics and Materials (Volumes 543-547)
• Pages: 4634-4637
• DOI: https://doi.org/10.4028/www.scientific.net/AMM.543-547.4634
• Online since: March 2014
• Authors: Chao Yu*
• Keywords: Innovation Capability, New Product Market Success, Organizational Integration, Partial Least Squares (PLS), Structure Equation Model (SEM)

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