Internal Market Orientation Adoption and New Service Development (NSD): Gearing up the internal performance of NSD teams

Seminar abstract

The purpose of this seminar is to report on the impact of Perceived Resource Adequacy (PRA) and competence (PRC) on New Service Development (NSD) teams' internal performance.

The study explores the indirect effect of Internal Market Orientation (IMO) adoption, as a dynamic capability, on both PRA and PRC through the shaping of the emerging dynamics within NSD teams.

Using hierarchical research design, the authors employ a meso-theory approach to test a path-analytic framework against 116 NSD managers (offering data at the macro or organisational level) and 543 NSD team members (offering data at the micro or team level).

The findings demonstrate that both PRA and PRC are important in explaining NSD teams' IP at the organisational level, though their explanatory power varies.

The adoption of IMO is also important antecedent to this factor through the (indirect) effect on the team climate and degree of integration.

The key implications then are that IMO is an important dynamic capability that allows management to transform the mindset of employees, even if they do not directing interact with customers.

In NSD efforts, this reflects on the team's perceptions of the adequacy of the resources they have to deliver the project through the managerial interventions at the team level, which (mainly) explains the team's internal performance.

Booking

This event is free to attend with no need to book in advance. We welcome you yo bring your friends, colleagues and classmates along.

Speaker bio

Professor S. Gounaris is a Professor of the Department of Marketing at the University of Strathclyde since 2012, where he has served as Head of the Marketing Department as well as Associate Dean for Research.

Professor Gounaris has been a member of the European Marketing Academy (EMAC) since 1993 and elected Vice President for Corporate Relations (2016 - 2019), as well as being a Founding Member of the Greek Marketing Academy and member of the European Marketing Confederation Academic Board.

He is also an Associate Editor of the European Journal of Marketing while also seated on the editorial boards of the Industrial Marketing Journal and the Journal of Service Research.

Professor Gounaris has repeatedly appeared in various prestigious international journals including;

• Journal of Product Innovation Management
• Tourism Management
• Industrial Marketing Management 
• Journal of Business Research
• European Journal of Marketing
• Journal of Business and Industrial MArketing
• Journal of Service Marketings

as well as many others. As a result his work is also widely cited with more than 7000 citations.

He has received the Highest Quality Rating Award from ANBAR and Best Paper Award from the Journal of Business and Industrial Marketing.