Influence of Marketing Strategy on NPD Performance: Role of Customer Perceived Value and Product Characteristics

Han-Wen Liu, Li-Ren Yang

Department of Business Administration, Tamkang University, New Taipei, Chinese Taipei.

DOI: 10.4236/jss.2014.23007                

Abstract

Marketing strategy may be one of the major causes of new product development (NPD) project success. However, many organizations ignore adequate marketing strategy leading to a poor NPD performance. The primary purpose of this research was to investigate the associations among implementation of brand marketing strategy, customer perceived value (CPV), and NPD performance. The second objective was to determine whether the impact of customer perceived value on NPD project performance was moderated by product characteristics.

Keywords

Brand Marketing Strategy; Customer Perceived Value; Product Characteristics; New Product Development; Project

Conflicts of Interest

The authors declare no conflicts of interest.

References

[1]	Artto, K., Kujala, J., Dietrich, P. and Martinsuo, M. (2008) What Is Project Strategy? International Journal of Project Management, 26, 4-12. http://dx.doi.org/10.1016/j.ijproman.2007.07.006
[2]	Cho, C.S. and Gibson, G.E. (2001) Building Project Scope Definition Using Project Definition Rating Index. Journal of Architectural Engineering, 7, 115-125. http://dx.doi.org/10.1061/(ASCE)1076-0431(2001)7:4(115)
[3]	Anderson, D.K. and Merna, A. (2003) Project Management Strategy-Project Management Represented as a Process Based Set of Management Domains and the Consequences for Project Management Strategy. International Journal of Project Management, 21, 387-393. http://dx.doi.org/10.1016/S0263-7863(02)00087-X
[4]	Srivannaboon, S. and Milosevic, D.Z. (2006) A Two-Way Influence between Business Strategy and Project Management. International Journal of Project Management, 24, 493-505.
[5]	Brooks Jr., F. P. (1987) No Silver Bullet: Essence and Accidents of Software Engineering. IEEE Computer Society Press, 20, 10-19. http://dx.doi.org/10.1109/MC.1987.1663532
[6]	Qureshi, T.M., Warraich, A.S. and Hijazi, S.T. (2009) Significance of Project Management Performance Assessment (PMPA) Model. International Journal of Project Management, 27, 378-388. http://dx.doi.org/10.1016/j.ijproman.2008.05.001
[7]	Zeithaml, V.A. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of eVIDENCE. The Journal of Marketing, 52, 2-22. http://dx.doi.org/10.2307/1251446
[8]	Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998) The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74, 331-352. http://dx.doi.org/10.1016/S0022-4359(99)80099-2
[9]	Teas, R.K. and Agarwal, S. (2000) The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value. Journal of the Academy of Marketing Science, 28, 278-290. http://dx.doi.org/10.1177/0092070300282008
[10]	Hultink, E.J., Atuahene-Gima, K. and Lebbink, I. (2000) Determinants of New Product Selling Performance: An Empirical Examination in the Netherlands. European Journal of Innovation Management, 3, 27-36. http://dx.doi.org/10.1108/14601060010305238
[11]	Pheng, L.S. and Chuan, Q.T. (2006) Environmental Factors and Work Performance of Project Managers in the Con- struction Industry. International Journal of Project Management, 24, 24-37. http://dx.doi.org/10.1016/j.ijproman.2005.06.001
[12]	Müller, R. and Turner, J.R. (2007) Matching the Project Manager’s Leadership Style to Project Type. International Journal of Project Management, 25, 21-32. http://dx.doi.org/10.1016/j.ijproman.2006.04.003
[13]	Yang, L., O’Connor, J.T. and Wang, C. (2006) Technology Utilization on Different Sizes of Projects and Associated Impacts on Composite Project Success. International Journal of Project Management, 24, 96-105. http://dx.doi.org/10.1016/j.ijproman.2005.06.008
[14]	Jiang, J.J., Klein, G. and Balloun, J.L. (1996) Ranking of System Implementation Success Factors. Project Management Journal, 27, 50-55.
[15]	Kotler, P. and Gertner, D. (2002) Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective. The Journal of Brand Management, 9, 249-261. http://dx.doi.org/10.1057/palgrave.bm.2540076
[16]	Huang, Y.-T. and Chen, S.-T. (2010) Brand Marketing Strategy and Performance of Taiwanese Manufacturing Firms in the Foreign Market. Journal of Customer Satisfaction, 6, 167-202.
[17]	Petrick, J.F. and Backman, S.J. (2002) An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intentions to Revisit. Journal of Travel Research, 41, 38-45.
[18]	Atuahene-Gima, K. (1995) An Exploratory Analysis of the Impact of Market Orientation on New Product Performance. Journal of Product Innovation Management, 12, 275-293. http://dx.doi.org/10.1016/0737-6782(95)00027-Q