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Journal of the Academy of Marketing Science
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The Moderating Effect of Organizational Cohesiveness in Knowledge Use and New Product Development

Beverly K. Brockman

University of Tennessee at Chattanooga

Robert M. Morgan

University of Alabama

This study examined the influence of cohesiveness, an organizational cultural variable, on knowledge use and organizational learning within the context of new product development (NPD). The authors surveyed NPD managers from 323 firms, representing a wide range of product classifications, about their firms' levels of cohesiveness and NPD efforts. Using structural equation modeling, the authors demonstrated that organizational cohesiveness has a moderating influence on both an organization's use of its existing knowledge to develop innovative new products and the resulting performance of those products, which emphasizes how influential organizational "mind-set" can be. By considering cohesiveness an influence in new product innovativeness and new product performance, the authors incorporated a cultural variable that has received little attention in the NPD and more general marketing literature. This research reveals that much is left to learn about cohesiveness and that understanding it can advance knowledge use, organizational learning, and innovation.

Key Words: new product development • organizational cohesiveness • knowledge use • organizational learning

Journal of the Academy of Marketing Science, Vol. 34, No. 3, 295-307 (2006)
DOI: 10.1177/0092070306286707
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[Abstract] [PDF]