Title: Cloud platform to improve performance outcomes: role of customer relationship management and innovation capabilities

Authors: Chu-Ching Wang; Li-Ren Yang; Hsiu-Chen Chuang

Addresses: Department of Business Administration, Tamkang University, New Taipei City 251, Taiwan ' Department of Business Administration, Tamkang University, New Taipei City 251, Taiwan ' Department of Management Sciences, Tamkang University, New Taipei City 251, Taiwan

Abstract: Conceptualising implementation of cloud platform in the new product development (NPD) context is still rudimentary. The primary objective of this study was to investigate the relationships among implementation of cloud platform, customer relationship management (CRM), innovation capabilities, and NPD performance. This study empirically investigated a sample of NPD projects in the Taiwanese high-tech industry. The structural equation modelling (SEM) approach was used to validate the research model. The findings indicate that implementation of cloud platform is associated with level of customer relationship management. In addition, these analyses suggest that customer relationship management has a positive effect on innovation capabilities. Finally, innovation capabilities contribute significantly to NPD performance.

Keywords: cloud platform; customer relationship management; CRM; innovation capability; new product development; NPD.

DOI: 10.1504/IJSTM.2020.110375

International Journal of Services Technology and Management, 2020 Vol.26 No.6, pp.538 - 554

Accepted: 16 Nov 2018
Published online: 01 May 2020 *

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