Research Article
The Research on the Mechanism of Marketing Digitization Support on NPD Performance
@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
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.