Examining the simultaneous impact of market newness and product innovativeness on the organisational integration–new product market success relationship: a moderation study

This paper examines the moderating influence of market newness and product innovativeness on the organisational integration–new product market success relationship. Data from the electrical products, medical devices, and the heavy construction equipment industries were studied. The major research question studied is to what degree do market newness and product innovativeness simultaneously moderate the relationship between new product market success and the degree of NPD organisational integration? It was found that in the studied industries market newness was found to have a greater moderating impact on the organisational integration–new product market success relationship than product innovativeness when the effects of both moderators were simultaneously investigated. Implications of this research are provided.