Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China

Research Article

The Research on the Mechanism of Marketing Digitization Support on NPD Performance

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  • @INPROCEEDINGS{10.4108/eai.9-12-2022.2327616,
        author={Yujiao  Zhang},
        title={The Research on the Mechanism of Marketing Digitization Support on NPD Performance},
        proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China},
        publisher={EAI},
        proceedings_a={MSIEID},
        year={2023},
        month={3},
        keywords={digitization; environmental turbulence; employee information literacy},
        doi={10.4108/eai.9-12-2022.2327616}
    }
    
  • Yujiao Zhang
    Year: 2023
    The Research on the Mechanism of Marketing Digitization Support on NPD Performance
    MSIEID
    EAI
    DOI: 10.4108/eai.9-12-2022.2327616
Yujiao Zhang1,*
  • 1: Zhejiang Gongshang University
*Contact email: zhangyujiao709@163.com

Abstract

Many managers expect that digitization have a significant impact on product innovation, however, companies invest in digitization without corresponding performance growth. Scholars call this phenomenon the "digital paradox". Drawing on the IT business value literature, this paper develops a comprehensive conceptual model to explore how three types of MDS can promote the performance of NPD. Based on survey data from managers and employees of businesses undergoing digital transformation in Zhejiang Province, the study provides some insights. The MDS promotes the performance of NDP, which is affected by ET and EIL. Specifically, ET negatively regulates the role of MDS on NPD performance; EIL elevates the role of MDS in NPD performance.