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(4-6PM2:30)第472期岭南学术论坛(管理学系列Seminar)

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报告名称:When less is more: The downside of market knowledge sharing in NPD teams实现超高销售额,新产品团队沟通越多越好吗?

报 告 人:Yihui Tang (Assistant Professor, The University of Illinois at Chicago)

主 持 人:徐月华(中山大学岭南学院 助理教授) 

时       间:2018年4月6日(星期五)下午14:30—16:00

地       点:岭南堂汪道涵会议室

语       言:中文+英文

 

摘要:

Despite the common belief that knowledge sharing in new product development (NPD) teams is beneficial, empirical findings are mixed. This research draws attention to the need to distinguish the extent of market knowledge sharing behaviors and the extent of shared common market knowledge in NPD teams, and examines their respective impact on NPD performance. The multi-study research design, involving two different field surveys from different industries and a longitudinal study in a controlled setting, reveals that both customer knowledge sharing behaviors and the extent of shared common customer knowledge exhibit inverted U-shaped effects on NPD performance. The extent of shared common competitor knowledge exhibits an inverted U-shaped relationship with new product sales, but U-shaped effects on profits. Further, these curvilinear effects are mediated by the perceived diagnostic value of market knowledge in the team.

 

个人简介:

       唐艺晖,芝加哥伊利洛伊大学管理学系营销学助理教授, 现担任Journal of the Academy of Marketing Science 和 Journal of Retailing 等国际顶级期刊编委会委员。唐教授主要从事市场营销管理和策略研究,特别是销售团队管理、新产品团队管理、创新策略、大数据、最优实验设计和可持续营销等领域。她的论文发表在Marketing Science, Journal of Interactive Marketing, Journal of the American Statistical Association, Industrial Marketing Management等国际知名商业学术期刊上,并多次在包括美国市场营销协会年会在内的国际会议和国际刊物获得最佳论文奖项。唐教授也为美国营销协会总部、环联金融、美好未来国际慈善机构等集团提供营销和销售增长战略咨询。

 

 

 

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       中山大学岭南学术论坛分经济、金融和管理三个系列,是定期邀请国内外优秀学者前来开展学术交流的平台。每系列每个月定期举办2-3次。目前已经成功举办多期,并得到了各界的高度评价。

       论坛主页:http://lingnan.sysu.edu.cn/seminar/

 

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