1.
Amit Kumar Gupta
– Assistant Professor, Operations Management, Management Development Institute Gurgaon, Haryana
2.
Narain Gupta
– Assistant Professor, Operations Management, Management Development Institute Gurgaon, Haryana
Abstract
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
