Purpose

The purpose of this paper is to conceptualize and operationalize the concept of market-sensing capabilities and analyze its relationship with new product development (NPD) success and organic organizational structures. To the authors' knowledge, past measures of market-sensing capabilities have never included opportunity interpretation, through business experience and organizational articulation, as part of the concept.

Design/methodology/approach

Based on a sample of over 180 small and medium-sized enterprises (SMEs), market-sensing capabilities constructs and their relationships were tested through academics' and managers' perceptions. The measure was tested using confirmatory factor analysis (CFA).

Findings

Findings reveal theoretically sound constructs based on four underlying market-sensing capabilities components: analytical processes, customer relationship, business experience and organizational articulation. Results demonstrate reliability, convergent, discriminant and nomological validity. All four dimensions are positively associated with NPD success and are more likely to appear in organic organizational structures.

Practical implications

The resulting instrument provides managers with a valuable tool to measure firms' abilities to address environmental uncertainty. By using this instrument, managers can assess internal organizational structures and resources allocated to sensing capabilities. By developing sensing capabilities, managers might ultimately influence their NPD strategy. Findings also reveal that sensing capabilities are positively and significantly associated with organic organizational structures.

Originality/value

Existing sensing capabilities measures are focused on environmental scanning, and the essence of the concept is not fully expressed by the traditional measures of analytical processes and customer relationship. The authors' new measure includes opportunity interpretation through business experience and organizational articulation.

中文翻译：

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衡量新产品开发成功的市场感知能力

目的

本文的目的是对市场感知能力的概念进行概念化和操作，并分析其与新产品开发 (NPD) 成功和有机组织结构的关系。据作者所知，过去对市场感知能力的衡量从未将通过业务经验和组织表达的机会解释作为概念的一部分。

设计/方法/方法

基于超过 180 家中小型企业 (SME) 的样本，通过学者和管理者的认知测试了市场感知能力结构及其关系。该措施使用验证性因素分析（CFA）进行测试。

发现

调查结果揭示了基于四个潜在市场感知能力组件的理论上合理的结构：分析流程、客户关系、业务经验和组织清晰度。结果证明了可靠性、收敛性、判别性和规则性有效性。所有四个维度都与 NPD 的成功呈正相关，并且更有可能出现在有机组织结构中。

实际影响

由此产生的工具为管理者提供了一种衡量企业应对环境不确定性的能力的宝贵工具。通过使用该工具，管理人员可以评估分配给感知能力的内部组织结构和资源。通过开发感知能力，管理者最终可能会影响他们的 NPD 战略。调查结果还表明，感知能力与有机组织结构呈显着正相关。

原创性/价值

现有的感知能力度量主要集中在环境扫描上，而传统的分析流程和客户关系度量并没有充分表达概念的本质。作者的新措施包括通过商业经验和组织表达来解释机会。