An Examination of New Product Innovativeness and Performance: The Moderating role of Commercial Environment

Indre Brazauskaite; Vilte Auruskeviciene; Rima Jurate Gerbutaviciene

doi:10.5755/j01.ee.33.5.21694

Authors

Indre Brazauskaite ISM University of Management and Economics, Lithuania
Vilte Auruskeviciene ISM University of Management and Economics, Lithuania
Rima Jurate Gerbutaviciene Lithuanian University of Health Sciences, Lithuania

DOI:

https://doi.org/10.5755/j01.ee.33.5.21694

Keywords:

Product innovation, New product performance, Commercial environment

Abstract

The paper explores the link between new product innovativeness and performance, as well as its moderation by commercial environment in retail. It analyzes the linkage and context built on marketplace, company’s characteristics and retail category management decisions as an integral commercial environment. The research employs a unique data set - new product introductions with their actual sales results as a performance indicator. The research concludes that the innovativeness – performance link cannot be evaluated unilaterally, confirming the role of the commercial environment as a moderator of the link. The commercial environment is associated with a favorable and non-favorable economic climate that leads to performance-related opportunities or barriers in the marketplace for product innovations. Findings add value to the theoretical development of innovativeness-performance linkage studies, and also are valid pratically. It provides practical guidance to the integral understanding of commercial environment to which companies might be able to adapt during the new product launch.

Author Biographies

Indre Brazauskaite, ISM University of Management and Economics, Lithuania

Dr Indrė Brazauskaitė is a lecturer at ISM University of Management and Economics (ISM). She holds Bachelor of Science in Public Health at Lithuanian University of Health Sciences. She obtained Master of Business Management at Vytautas Magnus University and Master of Science in Public Health Management at Lithuanian University of Health Sciences. Indre has received her doctorate degree in social sciences (management and business administration) at ISM. Indre has participated and presented findings of her research at international conferences, such as ICEM and EMAC Regional. Indre is an active business professional, and works in pharmaceutical business in areas of wholesale and retail, distribution, sales and marketing.

Vilte Auruskeviciene, ISM University of Management and Economics, Lithuania

Dr Viltė Auruškevičienė is the Vice-President for Studies and Research at ISM University of Management and Economics (ISM). She obtained her doctorate degree in social sciences (management and business administration) at Kaunas University of Technology. V. Auruskeviciene is a board member and an international director of Marketing Educators’ Association (US), an editorial board member of Baltic Journal of Management. A member of American Marketing Association (US) and European Marketing Academy. Her research focuses mainly on cross-cultural behavioral issues in real and virtual environments. She has published in various journals, including Journal of Business Research, Electronic Markets, Appetite, Baltic Journal of Management, and other.

Rima Jurate Gerbutaviciene, Lithuanian University of Health Sciences, Lithuania

Dr Rima Jūratė Gerbutavičienė is an associate professor at the Lithuanian University of Health Sciences (LSMU) Medical academy. She obtained a Master of Science in Pharmacy at the Lithuanian University of Health Sciences and a Master of Sciences in Business Management at Vytautas Magnus University. She received her doctorate degree in biomedical sciences (drug technology) at LSMU. She actively conducts scientific research on pharmaceutical care and organizational factors. Publishes scientific articles and presents the results of ongoing research at national and international scientific conferences in Lithuania. Reviews scientific works and publications. Rima is an active business professional and works in the pharmaceutical business in areas of wholesale (GDP) and Hospital pharmacy management. Member of the International Association of Hospital pharmacists (IHP) since 2020.