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Luciano Castro de CarvalhoAdvisor: Ely Laureano Paiva - FGVCo-advisor: Barbara Bechler Flynn - IUPUIThe influence of the supply chain agents on the new product developments performance: an analysis based on the multi-group moderationMarket orientation as organizational strategy;Fast changes in Consumers preferences;Integration as a way to optimize resources to meet the customers needs.Suply chain integration has been treated as a single construct or dyad.NPD has been treated as single constructFactors that mediate the supply chain integration and NPD performance.We tested those influences through an analytical model.

IntroductionProblem DiscussionHow do supply chain agents behave in fast technological changess environment when they are called to integrate into new product development?

What is the direct and indirect influence exerced by supply chains agents on new poduct developments performance?

ObjectivesGeneral ObjectiveVerify the influence of supply chain agents on new product development performance when they are analyzed jointly.

Specific Objectives

Verify the relationship between firms guidance to cooperate and manufacturing, supplier and customer involvement (supply chain integration) into new product development;Verify the influence of the supply chain agents on the anticipation of new technologies and continuous improvement; Verify the influence of anticipation of new technologies and continuous improvement on the new product performance;Verify the direct and indirect effect of the supply chain agents on new product development under the moderation of the environmental turbulence, industry and location;Elucidate the conditions wherein supplier chain agents act differently on new product developments performance.

Supportive TheoriesSocial Capital Theory

The relation between actors built according to the actors goal and the social structure rules that they belong to, wherein this relation can facilitate some achievements that in its absence cannot be possible (Coleman, 1988).Absorptive Capacity Theory

Absorptive Capacity is the ability of the firm to recognize the value of new, external information, assimilate it, and apply it to commercial ends (Cohen & Levinthal, 1990, p. 128).

Literature Review structureIt follows the recomendation of Diana Ridley (The Literature Review: A Step-by-step Guide for Students).

Historical Background Contemporary contextTheoretical Underpinning Definitions and discussion of the terminology used in the researchSignaling a gap in previous research

CooperationSupplier involvement into NPDCustomer involvement into NPDManufacturing involvement into NPD

New technologies anticipationContinuous improvement

Operational performanceMarketing performanceBusiness Performance

Social Capital TheoryAbsorptive Capacity TheoryResults of Social Capital and Absorptive CapacityOperational variablesCooperationSupplier InvolvementManufacturing InvolvementCustomer InvolvementAnticipation of New TechnologiesContinuous ImprovementMarketing PerformanceOperational PerformanceBusiness PerformanceSocial CapitalAbsorptive CapacityResults of Social Capital and Absorptive CapacityH1aH1bH1cH5bH5cH6aH6bH7bH8H7aH2aH3aH3bH4aH2bH3cH4bAnalytical modelModerating VariablesEnvironmental Turbulence: Low, Medium and HighIndustry: Electronics, Machinery and Transport EquipmentLocalization: America, Europe and Asia

MethodologyRESEARCH DESIGN: Its a descriptive, cross-sectional reserach with quantitative method.RESEARCH CONTEXT: Its part of the global project HPMINSTRUMENT AND DATA COLLECTION: It was used the scales of the HPM project (Round 3). Seven-point Likert scale.

Methodology

SAMPLING

MethodologyPROCEDURES FOR DATA ANALYSISMissing values;Descriptive Analysis;Measurement models purification (CFA, page 113);Reliability analyses (Composite reliability, AVE, Cronbachs );Discriminant analysis;Commom method variance

Results Hypotheses testing - Cooperation

ModeratorsH1aManufacturing InvolvementH1bSupplier InvolvementH1cCustomer InvolvementOverallXLow TurbulenceMedium TurbulenceXHigh TurbulenceElectronicsXMachineryTransport EquipAmericaXEuropeXXXAsiaResults Hypotheses testing Customer Involvement

ModeratorsH2aAnticipation of NewTechnologiesH2bOperational PerformanceOverallXLow TurbulenceXMedium TurbulenceXHigh TurbulenceElectronicsMachineryXTransport EquipAmericaEuropeAsiaXResults Hypotheses testing Supplier Involvement

ModeratorsH3aAnticipation of new technologiesH3bContinuous ImprovementH3cOperational PerformanceOverallXXLow TurbulenceXMedium TurbulenceXHigh TurbulenceElectronicsMachineryXTransport EquipXXAmericaEuropeXAsiaXResults Hypotheses testing Manufacturing Involvement

ModeratorsH4aContinuous ImprovementH4bOperational PerformanceOverallLow TurbulenceMedium TurbulenceHigh TurbulenceElectronicsX *MachineryTransport EquipAmericaX *EuropeAsiaXResults Hypotheses testing ANT

ModeratorsH5aContinuous ImprovementH5bOperational PerformanceH5cMarketing PerformanceOverallXLow TurbulenceXXMedium TurbulenceHigh TurbulenceXElectronicsXMachineryXTransport EquipXAmericaXEuropeXAsiaXX*Results Hypotheses testing Continuous Improvement

ModeratorsH6aOperational PerformanceH6bMarketing PerformanceOverallLow TurbulenceMedium TurbulenceHigh TurbulenceElectronicsMachineryTransport EquipAmericaX*EuropeAsiaXResults Hypotheses testing Operational Performance

ModeratorsH7aBusiness PerformanceH7bMarketing PerformanceOverallXLow TurbulenceXXMedium TurbulenceXHigh TurbulenceElectronicsXMachineryXTransport EquipXAmericaXEuropeXAsiaXXResults Hypotheses testing Marketing Performance

ModeratorsH8Business PerformanceOverallLow TurbulenceMedium TurbulenceHigh TurbulenceXElectronicsXMachineryXTransport EquipAmericaEuropeAsiaSupplier Involvement into NPD

DIRECT EFFECTINDIRECT EFFECTModeratorsOperational PerformanceMarketingPerformanceBusinessPerformanceOperational Performance

MarketingPerformance

BusinessPerformanceOverallLow TurbulenceXXXMedium TurbulenceHigh TurbulenceElectronicsMachineryTransport EquipXXXAmericaXXEuropeAsiaManufacturing Involvement into NPD

DIRECT EFFECTINDIRECT EFFECTModeratorsOperational PerformanceMarketingPerformanceBusinessPerformanceOperational Performance

MarketingPerformance

BusinessPerformanceOverallLow TurbulenceMedium TurbulenceHigh TurbulenceElectronicsMachineryTransport EquipAmericaEuropeAsiaCustomer Involvement into NPD

DIRECT EFFECTINDIRECT EFFECTModeratorsOperational PerformanceMarketingPerformanceBusinessPerformanceOperational Performance

MarketingPerformance

BusinessPerformanceOverallXXXLow TurbulenceMedium TurbulenceXXHigh TurbulenceXXElectronicsMachineryXXXTransport EquipAmericaEuropeAsiaXXXThe guidance to cooperate is related to internal integration;

Absorptive Capacity (ANT and continuous improvement) was not considered good mediator between supply chain integration and NPD.

Both supplier and customer influence directly on operational performance and indirectly on marketing and business performance. However those influences hapen in different scenarios.

Manufacturing involvement does not influence the NPD.

Final ConsiderationsPeriod of data collection: 7 years

Size of the groups in the moderation.

LimitationsNPD data based in reports;

Study new variables as representative of Absorptive Capacity

Find conditions wherein the manufacturing involvement influences the NPD performance.

Further ResearchesThanks!