How competitive intensity drives firms to speed up new product development? The mediating effect of knowledge integration and the moderating effect of market orientation
基于知识观，研究竞争强度如何通过知识整合影响企业新产品开发速度，并考察市场导向的调节作用，基于中国制造企业数据验证假设。
While industry conventions underscore the imperative for firms to accelerate their new product development (NPD) speed in order to maintain competitive advantage, especially when they face intense competition, extant literature has afforded relatively scant attention to the phenomenon of competitive intensity as a driver of NPD speed. Equally underexplored are the operational mechanisms and the boundary conditions of the effects of competitive intensity on NPD speed. Drawing on the knowledge‐based view, this paper reveals how competitive intensity shapes firms' NPD speed through knowledge integration and the contingency of both the direct effects and the mediating effect on market orientation. Data collected from a sample of Chinese manufacturing firms support the hypotheses of these multifaceted effects. The research findings contribute to the NPD literature in multiple ways and provide useful recommendations to managers.