Assessing supply chain management’s impact on new product performance: the mediating role of marketing innovation orientation during COVID-19
Gavriel Dahan,
Michal Levi-Bliech
Abstract:PurposeThe main purpose of this study is to examine the influence of two characteristics of supply chain management (SCM) (resilience and integration) on new product performance (NPP) via the mediation of marketing innovation orientation.Design/methodology/approachThis study was designed by the quantitative method, and the research model was developed based on the resource-based view (RBV) theory of 211 managers from Israeli firms using SmartPls3 software.FindingsThe main finding that emerges from this study i… Show more
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