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

HanWen Liu | Zendy; Liren Yang | Zendy

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

Author(s) -

HanWen Liu,

Liren Yang

Publication year - 2014

Publication title -

open journal of social sciences

Language(s) - English

Resource type - Journals

eISSN - 2327-5960

pISSN - 2327-5952

DOI - 10.4236/jss.2014.23007

Subject(s) - marketing , business , marketing strategy , new product development , product (mathematics) , relationship marketing , value (mathematics) , customer value , marketing management , process management , computer science , mathematics , economics , market economy , geometry , hierarchy , machine learning

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.

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