Cross–National Collaboration of Marketing Personnel within a Multinational: Leveraging Customer Participation for New Product Advantage. Issue 4 (December 2016)

• Record Type: Journal Article
• Authors: Griffith, David A.; Lee, Hannah S.
• Is Part Of: Journal of international marketing. Volume 24:Issue 4(2016)
• Page Start: 1
• Page End: 19
• Publication Date: 2016-12
• Subjects: cross-national collaboration -- customer participation -- new product advantage; Export marketing -- Periodicals; Export marketing -- Management -- Periodicals; 382.605
• DOI: 10.1509/jim.16.0028
• Languages: English
• ISSNs: 1069-031X

Abstract

Multinational success in building new product advantage through customer participation is contingent on a multinational's ability to understand the moderating influence of cross-national collaboration of its marketing personnel. The findings from a survey of global marketing managers indicate that customer participation as an information source positively influences new product advantage, but this effect is dampened when cross-national collaboration within a multinational is high. However, customer participation as a codeveloper positively influences new product advantage only when the level of cross-national collaboration is high. The contrasting moderating effects of cross-national collaboration have important implications for international marketing theory and practice.