Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance

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SSCI Scopus FT ABDC-A*

Abstract

There　is　consensus　in　the　marketing　literature　that　market　knowledge　and　cross-functional　collaboration　are　two　fundamental　resources　for　successful　product　innovation.　However,　few　studies　examine　the　dimensions　or　characteristics　of　market　knowledge　and　how　and　why　these　resources　influence　product　innovation　performance.　Drawing　on　contingency　theory　and　the　knowledge-based　view　of　the　firm,　the　authors　argue　that　knowledge　integration　mechanisms　may　account　for　the　effects　of　market　knowledge　dimensions　(i.e.,　breadth,　depth,　tacitness,　and　specificity)　and　cross-functional　collaboration　on　product　innovation　performance.　They　find　that　market　knowledge　specificity　and　cross-functional　collaboration　affect　product　innovation　performance　through　knowledge　integration　mechanisms.　In　contrast,　whereas　the　effect　of　market　knowledge　depth　is　partially　mediated,　market　knowledge　breadth　has　a　direct,　unmediated　effect　on　product　innovation　performance.　A　test　of　an　alternative　moderating　perspective　shows　that　the　effects　of　market　knowledge　depth　and　cross-functional　collaboration　on　product　innovation　are　negatively　moderated　by　knowledge　integration　mechanisms.　By　showing　the　differential　effects　of　market　knowledge　dimensions　on　product　innovation　performance,　the　authors　provide　a　more　refined　understanding　of　the　interplay　among　market　knowledge,　its　integration,　and　the　firm＇s　performance　in　product　innovation.　The　authors　also　conclude　that　by　overlooking　the　role　of　knowledge　integration　mechanisms,　previous　research　may　have　provided　an　overly　optimistic　view　of　the　value　of　cross-functional　collaboration　in　product　innovation.

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