The Impacts of NPD Characteristics on Innovation Market Performance and its Survival: The Mediating Role of Collaboration
Norhadilah Abdul Hamid1, Azmawani Abd Rahman2, Md. Fauzi Ahmad3, Ahmad Nur Aizat Ahmad4, Yunos Ngadiman5, Siti Norziah Ismail6
1Norhadilah Abdul Hamid, Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia,Parit Raja, Johor, Malaysia.
2Azmawani Abd Rahman, Faculty of Economics and Management, University Putra Malaysia, Serdang Selangor, Malaysia.
3Md. Fauzi Ahmad, Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia, Parit Raja, Johor, Malaysia.
4Ahmad Nur Aizat Ahmad, Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia, Parit Raja, Johor, Malaysia.
5Yunos Ngadiman, Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia, Parit Raja, Johor, Malaysia.
6Siti Norziah Ismail, Faculty of Technology Management and Business, University Tun Hussein Onn Malaysia, Parit Raja, Johor, Malaysia.
Manuscript received on 18 June 2019 | Revised Manuscript received on 25 June 2019 | Manuscript Published on 19 June 2019 | PP: 280-287 | Volume-8 Issue-8S June 2019 | Retrieval Number: H10470688S19/19©BEIESP
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: While collaboration has been acknowledged as pertinent to the success of innovation product commercialization, the collaborative effort between the innovation recipient firm and the innovators remains limited. Besides, one of the central questions is how and under what condition the two parties are more likely to engage in a resilient collaborative effort, from the perspective of innovation recipient firms remain unclear. This new perspective requires an understanding of the relationships among new product Development (NPD) characteristics, collaboration, and product innovation market performance and survival within the context of technology transfer. In this paper, we employed transactional cost economic (TCE) theory to explain the relationships between NPD characteristics (innovation uncertainty and asset specificity) and collaboration, and the mediation effect of collaboration on the relationships between NPD and performance. Based on the response of 104 product innovation recipient firms, our findings suggest a positive relationship between NPD characteristics and, collaboration and market performance and innovation survival. This study revealed that, consistent with TCE theory, NPD characteristics influence the pattern of collaboration between the innovation recipient firms and the innovator, acted as an effort to reduce transactional risks. Our findings also concluded that collaboration mediates the relationship between NPD characteristics and market performance and innovation survival.
Keywords: New Product Development, Market Performance, Innovation Survival, Collaboration.
Scope of the Article: Recent Trends & Developments in Computer Networks