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Cross-country differences in new service development: The moderating effects of national culture
Linköpings universitet.ORCID iD: 0000-0003-4543-0015
Service Management Research Department, EGADE Business School, Tecnológico de Monterrey, San Pedro Garza García, Mexico.
Service Management Research Department, EGADE Business School, Tecnológico de Monterrey, San Pedro Garza García, Mexico.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Inland Norway University of Applied Sciences, Elverum, Norway.ORCID iD: 0000-0003-2705-0836
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2019 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, Vol. 30, no 2, p. 186-208Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to test how national culture may help to explain cross-country differences in new service development (NSD) by comparing the impact of NSD success factors between Mexico and Sweden. Design/methodology/approach: Eight hypotheses based on prior literature on NSD and national culture were tested using covariance-based structural equation modeling and survey data from 210 Mexican and 173 Swedish firms. Findings: Launch proficiency and customer interaction had a positive impact on NSD performance with no difference between the two cultures. NSD process formalization did not have clear positive impact on NSD performance but had a statistically significantly stronger impact in the structured culture (Mexico). Team empowerment affected NSD performance positively, but the difference between cultures was non-significant. Research limitations/implications: The impact of national culture depends on the type of NSD success factor. Some factors are unaffected by the cultural context, while factors congruent with the national culture enhance performance. Factors incongruent with national culture may even hurt NSD performance. Practical implications: When choosing priorities in NSD improvement, managers need to consider the national culture environment. Originality/value: Paper directly tests how national culture moderates NSD performance using primary data. Findings suggest that the effects of NSD success factors are contingent on congruence with national culture.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019. Vol. 30, no 2, p. 186-208
Keywords [en]
Business performance, Culture, Customer integration, Employee behaviour, New service development, Service innovation
National Category
Economics and Business
Research subject
Economics
Identifiers
URN: urn:nbn:se:kau:diva-71752DOI: 10.1108/JOSM-05-2018-0134ISI: 000484258600001Scopus ID: 2-s2.0-85062652330OAI: oai:DiVA.org:kau-71752DiVA, id: diva2:1302692
Available from: 2019-04-05 Created: 2019-04-05 Last updated: 2019-10-02Bibliographically approved

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Valtakoski, AkuEdvardsson, Bo

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