Leveraging Supply Chain Dynamic Capabilities to Improve New Product Development Effectiveness: The Role of AI-Driven Big Data Analytics Capability and Environmental Dynamism

Purpose Previous studies have highlighted that B2B supply chain design in the context of new product development (NPD) can contribute to the success of innovative products on the market. However, there is limited empirical literature regarding the role of B2B supply chain characteristics/capabilities in improving the NPD effectiveness. The aim of this article is to investigate the interrelationship between B2B supply chain dynamic capabilities and their influence on NPD effectiveness.Methodology/approach We have adopted the dynamic capability view (DCV) to explain the combination of resources and capabilities (i.e. technology resources, agility, and adaptability) to explain the improvement of NPD effectiveness. Using structural equation modeling, this study conducted empirical tests on 214 Chinese manufacturing companies.Findings Research findings indicate that supply chain agility and supply chain adaptability exert positive effects on NPD effectiveness. AI-driven big data analytics capabilities, as a prerequisite, positively influence both supply chain agility and supply chain adaptability. Furthermore, supply chain agility partially mediates the relationship between supply chain adaptability and NPD effectiveness. Environmental dynamism exerts a negative moderating effect on the relationship between supply chain agility and NPD effectiveness.Originality/value Overall, this study contributes to NPD effectiveness research by integrating the supply chain dynamic capabilities theory with an AI-driven innovation framework. By drawing on the dynamic capabilities lens, our research reveals the mechanism through which supply chain dynamic capabilities influence NPD effectiveness, thereby advancing our understanding of NPD effectiveness. We position AI-driven big data analytics capability, supply chain agility, and supply chain adaptability as a coherent cluster of supply chain dynamic capabilities. This positioning indicates that organizations’ effective management of supply chain processes constitutes a key pathway for significantly enhancing NPD effectiveness.Practical implications We believe that our research findings will be useful for managers who have a positive and optimistic attitude toward using new technologies to influence supply chain characteristics to support NPD.