ارائه کننده: دکتر ژاله نجفی توانی، استاد دانشگاه Leeds
زمان: چهارشنبه 6 مرداد ۱۴۰۰ ساعت 14:30 تا 16:00
آدرس برگزاری وبینار:
This study aims to shed light on when and under what condition, importing customer involvement is more effective for exporting supplier new product development (NPD) performance. In doing so, the manuscript utilizes the social capital theory to investigate the condition under which international customer involvement becomes more effective. More precisely, we examine the moderating effects of trust, social interactions and shared visions on the association between importing customer involvement and exporting supplier NPD. This study also examines whether the effectiveness of importing customer involvement depends on the supplier’s level of local market experience. Using 217 respondents from Chinese exporting firms that have involved their international importing customers in NPD, this study finds that there exists and inverted U-shaped relationship between supplier’s NPD performance and importing customer involvement. The results also indicate that trust and local market experience of the exporting supplier negatively and shared vision positively moderate this inverted U-shaped relationship, while social interactions does not condition the U-shaped association between importing customer involvement and new product performance.
Dr Zhaleh Najafi-Tavani has been an associate professor of marketing in the University of Leeds Business School since 2017. Prior to her current position, Dr Tavani worked as a Lecturer at the University of Leeds Business School and University of Strathclyde. She received her Ph.D. from Manchester Business School, United Kingdom in 2010.
Her research interests are on business to business relationships, new product development, firm performance, intra-firm knowledge transfer, and Business Model Innovation. Dr Tavani has published extensively in International Business and International Marketing journals such as Journal of World Business, Journal of International Marketing, Management International Review, Journal of Business Research and Industrial Marketing Management.
Dr Tavani enjoys teaching a variety of courses in the International Marketing and Business disciplines, across undergraduate and postgraduate levels.