The incompatibility of proactive market orientation and postponement strategy in product differentiation
The incompatibility of proactive market orientation and postponement strategy in product differentiation
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DOI：
10.1108/jbim-07-2022-0348
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发表时间：
2023-03
期刊：
影响因子：
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通讯作者：
Sho Yuki;T. Kubo
中科院分区：
文献类型：
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作者：
Sho Yuki;T. Kubo
目的以往的研究发现，积极的市场导向（PMO）对产品差异化和创新有积极的影响，这种影响取决于各种因素。然而，物流对PMO和产品差异化之间的正相关关系的影响在营销研究中很少受到关注。为了填补这一研究空白，本文的目的是引入延迟的概念，作为一个基本的物流策略，目前使用的许多公司，并研究PMO和延迟的新产品差异化的相互作用。设计/方法/途径借鉴探索-开发文献，作者认为PMO和推迟类型的探索和开发，分别。作者假设，推迟阻碍了PMO对产品差异化的积极影响。作者通过对日本服装业187名品牌经理进行普通最小二乘回归，对假设进行了实证检验。结果PMO是正相关的产品差异化，虽然这种关系被削弱时，设计和生产系统被推迟，也就是说，当推迟阻碍产品差异化。独创性/价值-以前的研究分别研究了市场导向和推迟（物流）。然而，参考探索-开发文献，作者在市场导向和物流管理之间建立了一个概念和经验的桥梁，并提出这种配置对产品差异化很重要。
Purpose Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product differentiation. Design/methodology/approach Drawing on the exploration–exploitation literature, the authors considered PMO and postponement as types of exploration and exploitation, respectively. The authors hypothesized that postponement hampers the positive effect of PMO on product differentiation. The authors tested the hypotheses empirically by applying ordinary least squares regression to a sample of 187 brand managers in the Japanese apparel industry. Findings PMO is positively related to product differentiation, although the relationship is weakened when design and production systems are postponed, that is, when postponement hinders product differentiation. Originality/value Previous studies have examined market orientation and postponement (logistics) separately. However, referring to the exploration–exploitation literature, the authors built a conceptual and empirical bridge between market orientation and logistics management and proposed that this configuration is important for product differentiation.