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A Dynamic Capability View of Adaptability on New Product Success Launch

Journal of Supply Chain Management Systems

Volume 8 Issue 1

Published: 2019
Author(s) Name: Amit Kumar Gupta, Narain Gupta | Author(s) Affiliation: Assistant Professor, Operations Management, Management Development Institute Gurgaon, Haryana
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Using dynamic capability view (DCV) lens, we have examined the impact of supply chain adaptability (SCA), and supply chain capability (SCC) on new product launch success (NPLS) in Indian context. Using a convenience sampling and snowballing method, a sample of 209 was collected from middle management executives of medium to large firms We used SEM and AMOS for testing the hypotheses. We observed that the SCA was positively associated with the NPLS, while the SCC had an indirect effect on the NPLS mediated by the SCA. We concluded that the SCA was an important driver in the NPLS, which even mediated the SCC. The findings from this study have academic and practice impact for business.

Keywords: New Product Launch Success, Supply Chain Capability, Supply Chain Adaptability, Dynamic Capabilities

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