Interacting between logistics and new product development to achieve company market success. Evidence from Business Aviation Industry: Piaggio aero Company case study.

Mario Mustilli and Filomena Izzo;
School of Management & Economics, Seconda Università degli Studi di Napoli, Capua (CE), Italy; mario.mustilli@unina2.it, filomena.izzo@unina2.it.

Abstract
Our paper analyses the interacting between logistics and new product development (NPD) to achieve company market success in the Business Aviation industry. The empirical analysis focused on Italian case study: Piaggio Aero Company. We adopted both qualitative and quantitative data. We found: 1) higher levels of logistics involvement has greater NPD project performance; 2) higher levels of logistics involvement has greater NPD logistics performance; 3) higher levels of NPD logistics performance have higher levels of NPD project performance. Empirical research showed that having technology distinctive competence and innovative product are not sufficient to achieve market success in an industry with high barrier to entry as one that BA; logistics, production, marketing, and NPD must work together co-operatively as unified processes for customer satisfaction and firm success.

* Written by Filomena Izzo
** Written by Mario Mustilli & Filomena Izzo

INTRODUCTION** Customer closeness necessitate that everyone in the firm have the customer firmly in mind when exercising their functional capabilities. At the same time, functional capabilities are of necessity interdependent in creating value for customers. For example, logistics must work closely together with production and marketing to plan, co-ordinate and integrate their activities. The modern way of expressing this is that logistics must serve both the internal customers and external customers of the firm (Langley, C.J. Jr and Holcomb,