Customer involvement and marketing speed of new products：An empirical investigation in China’s manufacturing companies

Abstract

Abstract: This paper explores the relationship between customer involvement, absorptive capacity and marketing speed of new products, especially the mediating effect of absorptive capacity between customer involvement and marketing speed of new products. The relationship is empirically tested by Structural Equation Modeling (SEM), along with data collected from 177 manufacturing companies in china. The results indicate that customer involvement and absorptive capacity have positive and direct effect on the marketing speed of new products; customer involvement is positively associated with absorptive capacity. Further researchshowsabsorptive capacity acts as a partial mediator to the relationship between customer involvement and marketing speed of new products, and absorptive capacity is a partial mediation variable.

Key words: customer involvement, absorptive capacity, marketing speed of new products, mediating effect

CLC Number:

F273.2

Li Gang, Bai Yingbo, Xu Dehui. Customer involvement and marketing speed of new products：An empirical investigation in China’s manufacturing companies[J]. Science Research Management, 2014, 35(2): 94-103.

References

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