Short answer
Prioritize the development of agile marketing strategies that can be rapidly reconfigured to support new product introductions and adapt to market feedback.
- Field
- Innovation & Markets
- Source
- Journal of Business and Industrial Marketing (2019)
- Method
- Quantitative survey research and structural equation modeling.
- Sample
- 155 companies
- Evidence
- Strong effect
Companies with a dynamic marketing capability can significantly improve the speed and market success of their product innovations. This innovation & markets research insight is drawn from a 2019 study published in Journal of Business and Industrial Marketing. Using Quantitative survey research and structural equation modeling. with 155 companies, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize the development of agile marketing strategies that can be rapidly reconfigured to support new product introductions and adapt to market feedback.
Dynamic Marketing Capability Accelerates Product Innovation Speed and Market Success
Companies with a dynamic marketing capability can significantly improve the speed and market success of their product innovations.
Journal of Business and Industrial Marketing · 2019
Key Findings
- 01Dynamic marketing capability (DMC) positively influences the speed of company innovations.
- 02DMC positively influences the market success of company innovations.
- 03The positive influence of DMC on innovation success is stronger in companies offering standardized products rather than highly customized ones.
Application
Design takeaway
Prioritize the development of agile marketing strategies that can be rapidly reconfigured to support new product introductions and adapt to market feedback.
How to apply
Evaluate and enhance your organization's ability to adapt marketing strategies, messaging, and channels in response to new product development and market dynamics.
Project actions
- 01Consider how your design choices can be supported by flexible marketing strategies.
- 02Think about how market feedback can be rapidly incorporated into both product design and marketing approaches.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Tests a specific theoretical construct (DMC) in relation to innovation outcomes.
- +Uses a robust statistical method (SEM) for model testing.
Limitations
This research is limited to companies in Poland and focuses on standardized product offerings; results might vary in different markets or for highly customized products.
Reliability & validity
The study uses structural equation modeling, which assesses both reliability and validity of the proposed model. However, the cross-sectional nature might limit causal claims, and findings from a single country may affect external validity.
Think critically
How might a design project specifically contribute to or leverage a company's dynamic marketing capability?
Design Principles
"Marketing agility is a key enabler of successful product innovation."
This insight highlights the strategic importance of marketing agility in driving innovation outcomes. It suggests that actively reconfiguring marketing assets and processes is crucial for bringing new products to market effectively and achieving commercial success.
What This Means for Your Design
Being good at changing your marketing quickly helps you make and sell new products better and faster.
How to use in your project
- 1.Reference this study when discussing the strategic context of your design project and how market responsiveness can impact product success.
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Quick Cite
Paragraph starter
Research indicates that a 'dynamic marketing capability' – the ability to reconfigure marketing assets and processes – significantly enhances the speed and market success of company innovations, particularly for standardized offerings. This suggests that design projects aiming for commercial viability should consider the integration of agile marketing strategies to maximize impact.
Source
Journal of Business and Industrial Marketing
Dynamic marketing capability – refining the concept and applying it to company innovations
journal · 2019
View sourceQuestions About This Research
- What does the research say about dynamic marketing capability accelerates product innovation speed and market success?
- Prioritize the development of agile marketing strategies that can be rapidly reconfigured to support new product introductions and adapt to market feedback. Evidence: Journal of Business and Industrial Marketing (2019).
- Why does "Dynamic Marketing Capability Accelerates Product Innovation Speed and Market Success" matter for design?
- This insight highlights the strategic importance of marketing agility in driving innovation outcomes. It suggests that actively reconfiguring marketing assets and processes is crucial for bringing new products to market effectively and achieving commercial success.
- How can designers apply this research?
- Prioritize the development of agile marketing strategies that can be rapidly reconfigured to support new product introductions and adapt to market feedback.
- What were the main findings?
- Dynamic marketing capability (DMC) positively influences the speed of company innovations.. DMC positively influences the market success of company innovations.. The positive influence of DMC on innovation success is stronger in companies offering standardized products rather than highly customized ones.
- What research method was used?
- Quantitative survey research and structural equation modeling. with 155 companies.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from Journal of Business and Industrial Marketing.
- What should I do differently in my next project?
- Evaluate and enhance your organization's ability to adapt marketing strategies, messaging, and channels in response to new product development and market dynamics.
- What are the limitations?
- The study's findings are based on a cross-sectional design in a single country (Poland), which may limit generalizability. The influence of DMC might differ in contexts with strong customer-driven NPD processes (e.g., B2B hierarchical supply chains).