推动抑或阻碍:CMO调节焦点之于新产品开发速度的双刃剑效应研究

Push or Hinder:The Double-Edged Sword Effect of CMO PromotionFocusing on the Speed of New Product Development

随着产品生命周期日益缩短和客户需求日趋个性化,为了保持竞争优势,企业越来越重视加快新产品开发速度。目前,尽管学术界对新产品开发速度的影响因素进行过诸多探讨,然而在新产品开发中发挥重要作用的首席营销官(Chief Marketing Officer,CMO)却被忽略了。基于高阶理论和调节焦点理论,论文构建了CMO调节焦点—顾客参与—新产品开发速度的作用路径,并进一步提出环境动态性在其中的调节效应。实证研究结果表明:(1)CMO促进型调节焦点对新产品开发速度呈正向影响,CMO防御型调节焦点对新产品开发速度呈负向影响;(2)CMO的两种调节焦点都通过顾客参与这一中介效应间接影响新产品开发速度;(3)该中介效应受到环境动态性的调节作用,即环境动态性正向调节了顾客参与对CMO促进型调节焦点和新产品开发速度的中介作用;环境动态性负向调节了顾客参与对CMO防御型调节焦点和新产品开发速度的中介作用。研究结果进一步拓展了高阶理论和调节焦点理论,同时有助于企业在实践中有针对性提高新产品开发速度。

As the product life cycle gets shorter and customer needs become more personalized,in order to maintain competitive advantage,companies are paying more and more attention to speeding up new product development.At present,although previous research has focused on the antecedents of new product development speed,the influence of the chief marketing officer(CMO),who plays an important role in new product development,has been ignored.Based on upper echelons theory and regulatory focus theory,this study constructs the path from CMO regulatory focus to customer participation and then to new product development speed,and further proposes the moderating effect of environmental dynamics.The empirical results show that:(1)CMO promotion focus has a positive impact on new product development speed,and CMO prevention focus has a negative impact on new product development speed.(2)CMO regulatory foci indirectly affect new product development speed through the mediating effect of customer participation.(3)The mediating effect is moderated by environmental dynamics,that is,environmental dynamics positively moderates the mediating effect of customer participation on the relationship between CMO promotion focus and new product development speed;environmental dynamics negatively moderates the mediating effect of customer participation on the relationship between CMO prevention focus and new product development speed.The research results further extend upper echelons theory and regulatory focus theory,and helps enterprises to effectively improve the speed of new product development in practice.