The Roles of Supply Chain Intelligence and Adaptability in New Product Launch Success

• DOI: 10.1111/deci.12163
• Publication Date: 2015-09-10T02:12:50Z
• Authors: Tobias Schoenherr; Morgan Swink
• Keywords: Competitor analysis; Adaptability; Product innovation

ABSTRACT Many new product introductions continue to be unsuccessful, and while researchers have studied development processes, relatively few studies directly address launch. We do so in the present research posit that supply chain intelligence, defined as technological competitive knowledge sourced integrated from suppliers, customers, competitors, plays an important role explaining launch success. further employ knowledge‐based view theorize both adaptability innovation capability act mediators of effects intelligence on success firm financial performance. While former refers a firm's ability quickly adjust its react market design changes, latter proficiency developing innovative products. test hypothesized relationships among these factors utilizing data collected survey 229 U.S. manufacturing firms. Results point central capturing benefits supplier for enhanced capability, success, In contrast, serves generative means by which customer competitor is translated into more successful launches, which, turn, produce superior Overall, findings contribute better understanding can explain why certain launches are than others, offer practical insights appropriate investments related resources.