If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches

Eric Fang, Jongkuk Lee, Robert W. Palmatier, Shunping Han · 2015 · Journal of Marketing Research

Summary. This study examines how a firm's position within industry networks affects new product launches. Using alliance data from consumer packaged goods companies between 1990 and 2010, the researchers found that central network positions boost incremental product launches but harm breakthrough innovations. However, firms with dense, diverse direct partnerships and strong R&D capabilities can overcome this trade-off, using their network position to improve incremental products while protecting breakthrough innovations.

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@article{fang-2015-if-it-takes-village-foster,
  title   = {If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches},
  author  = {Eric Fang and Jongkuk Lee and Robert W. Palmatier and Shunping Han},
  journal = {Journal of Marketing Research},
  year    = {2015},
  doi     = {10.1509/jmr.13.0226},
  url     = {https://doi.org/10.1509/jmr.13.0226}
}

TY  - JOUR
TI  - If It Takes a Village to Foster Innovation, Success Depends on the Neighbors: The Effects of Global and Ego Networks on New Product Launches
AU  - Eric Fang
AU  - Jongkuk Lee
AU  - Robert W. Palmatier
AU  - Shunping Han
JO  - Journal of Marketing Research
PY  - 2015
DO  - 10.1509/jmr.13.0226
UR  - https://doi.org/10.1509/jmr.13.0226
ER  - 

Details

DOI

10.1509/jmr.13.0226

Countries

United States, South Korea, China

Regions

North America, Asia

Categories

innovation-networks, innovation-theory, general-innovation

Added

2026-04-28