Antecedents and consequence of Korean and Japanese new product advantage

Cheryl Nakata, Subin Im, Heungsoo Park, Young Won Ha

Research output: Contribution to journalArticlepeer-review

50 Citations (Scopus)


From plasma flat-screen TVs to hybrid gas-electric cars, a wide range of new products are being introduced by South Korean and Japanese companies to eager buyers around the world. These new products are often perceived as more innovative, unique, and satisfying compared to competitive offerings, i.e. as advantageous. To understand how Korean and Japanese firms are injecting advantage into new products, and whether this quality leads to higher product performance, we conducted a survey of nearly 260 innovation managers in the two countries. Customer orientation, cross-functional integration, and new product team proficiency were identified as antecedents of, or contributors to, new product advantage, though the effects were not uniform across Korea and Japan. Importantly as well, higher new product performance was a significant consequence of new product advantage in both countries.

Original languageEnglish
Pages (from-to)28-36
Number of pages9
JournalJournal of Business Research
Issue number1
Publication statusPublished - 2006 Jan

All Science Journal Classification (ASJC) codes

  • Marketing


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