Purpose

The main purpose of this study is to examine the influence of two characteristics of supply chain management (SCM) (resilience and integration) on new product performance (NPP) via the mediation of marketing innovation orientation.

Design/methodology/approach

This study was designed by the quantitative method, and the research model was developed based on the resource-based view (RBV) theory of 211 managers from Israeli firms using SmartPls3 software.

Findings

The main finding that emerges from this study is that marketing innovation orientation serves as a full mediator in the relationship between supply chain resilience (SCR) and NPP as well as in the relationship between supply chain integration (SCI) and NPP. Thus, companies that wish to achieve a competitive advantage over their rivals should improve and strengthen their marketing innovation orientation. By doing so, they enhance the relationship between SCM and NPP.

Practical implications

The findings provide an applicable guideline for marketing managers. Managers should be ready to adapt to customers’ demands, environmental changes and, most importantly, disruptive events in a dynamic environment.

Originality/value

The current study sheds light on the mechanism for NPP via integrating suppliers, customers and the organization. So, managers should adopt SCR and integration to strengthen their marketing innovation orientation in order to achieve NPP.

中文翻译：

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评估供应链管理对新产品性能的影响：COVID-19 期间营销创新导向的中介作用

目的

本研究的主要目的是通过营销创新导向的中介来检验供应链管理（SCM）的两个特征（弹性和集成）对新产品绩效（NPP）的影响。

设计/方法论/途径

本研究采用定量方法设计，并基于资源基础观（RBV）理论，使用SmartPls3软件对211名以色列企业的管理者进行了研究模型的开发。

发现

本研究的主要发现是，营销创新导向在供应链弹性（SCR）和 NPP 之间以及供应链整合（SCI）和 NPP 之间的关系中发挥着完全中介作用。因此，企业要想获得相对于竞争对手的竞争优势，就应该改善和强化营销创新导向。通过这样做，他们增强了 SCM 和 NPP 之间的关系。

实际影响

研究结果为营销经理提供了适用的指南。管理者应该准备好适应客户的需求、环境的变化，最重要的是，适应动态环境中的破坏性事件。

原创性/价值

当前的研究通过整合供应商、客户和组织阐明了核电厂的机制。因此，管理者应采用SCR和集成来强化营销创新导向，以实现NPP。