How to benefit from purchasing involvement in new product development: insights from the motivation–opportunity–ability framework

Purpose This study investigates the conditions under which purchasing involvement contributes to new product development (NPD) performance. Although purchasing involvement is increasingly recognized as a key factor in enhancing NPD, its effectiveness varies. Hence, drawing on the motivation-opportunity-ability (MOA) framework, we explore the organizational factors that enable or hinder purchasing’s contribution to NPD. Design/methodology/approach The hypotheses are tested using hierarchical moderated regression models based on survey data collected from Chinese manufacturing firms. Findings We find that purchasing’s capability to identify internal needs, explore external opportunities and organize supplier involvement in NPD (ability), strategic purchasing and overall supplier dependency (motivation) positively influence the relationship between purchasing involvement and NPD performance. Originality/value This study advances the literature on business process management (BPM) and innovation by integrating the MOA framework into the context of purchasing involvement. It provides a comprehensive explanation for the performance variation in purchasing participation and highlights actionable managerial implications for building innovation-orientated purchasing functions. The findings also offer insights for firms and policymakers in emerging economies seeking to enhance collaborative innovation and process effectiveness.