Complementary Effects of Marketing Network and Structure holes on Supplier’s Perceived New Product Development Performance of Buyer: Moderating Effect of Technological Uncertainty

Abstract

Marketing networks are critical competitiveness in terms of firm’s resource acquisition ability; however, their impact on new product development performance remains uncertain, especially under technological uncertainty. This study examines how complementary effects of marketing networks, network embededness and structural holes, influence new product development performance under conditions reflecting technological uncertainty. The empirical test was conducted with a Korean engineering firm’s major first-tier suppliers in the context of internal network entities, manufacturer- supplier-subsupplier relationships. Construct measures were based on existing measures and previous research. The survey results indicate that only network embeddedness influences major first-tier suppliers’ perception of buyer’s new product development performance. To ensure empirical support for marketing network effects on new product development performance, cultural aspect such as collectivism, which reflects unique Korean business to business marketing relationships, should be considered for future research.