CrossNational Collaboration of Marketing Personnel within a Multinational: Leveraging Customer Participation for New Product Advantage Academic Article uri icon


  • Multinational success in building new product advantage through customer participation is contingent on a multinational's ability to understand the moderating influence of cross-national collaboration of its marketing personnel. The findings from a survey of global marketing managers indicate that customer participation as an information source positively influences new product advantage, but this effect is dampened when cross-national collaboration within a multinational is high. However, customer participation as a codeveloper positively influences new product advantage only when the level of cross-national collaboration is high. The contrasting moderating effects of cross-national collaboration have important implications for international marketing theory and practice.

published proceedings

  • Journal of International Marketing

altmetric score

  • 0.25

author list (cited authors)

  • Griffith, D. A., & Lee, H. S.

citation count

  • 24

complete list of authors

  • Griffith, David A||Lee, Hannah S

publication date

  • December 2016