The DOI matches its Crossref record; 12 of the 12 references it cites were found in a registry or an index.
Customer Participation and the Trade-Off between New Product Innovativeness and Speed to Market
Abstract
To address the trade-off between new product innovativeness and speed to market caused by customer participation activities, the author differentiates two dimensions of customer participation—customer participation as an information resource (CPI) and customer participation as a codeveloper (CPC)—and explores the moderating effects of downstream customer network connectivity and new product development process interdependence and complexity. Matched data collected from 143 customer–component manufacturer dyads indicate that CPI has a negative influence on innovativeness when downstream customer network connectivity is high but a positive effect when it is low. In contrast, CPI has a positive effect on speed to market when downstream customer network connectivity is high and no significant effect when it is low. In addition, CPC undermines new product speed to market when process interdependence is high. In contrast, CPC can improve new product speed to market but hurt new product innovativeness when process interdependence is low. The results of this article provide specific managerial guidelines as to how to manage customer participation to improve new product innovativeness and speed to market.
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Cites
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“…retailers in a highly connected network, they can coordinate their market information collection and dissemination activities more effectively (Romo and Schwartz 1995), which validates market information and results in more accurate information transfer to the OEM customer (Kogut and Zander 1992).”
BackgroundEstimating Nonresponse Bias in Mail Surveys
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Undervalued or overvalued customers: Capturing total customer engagement value
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010) · Journal of Service Research · doi:10.1177/1094670510375602 · Cited by 1,382
Chan, K. W., Yim, C. K. (., & Lam, S. S. K. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.3.048 · Cited by 1,081
Creating Enduring Customer Value
Kumar, V., & Reinartz, W. (2016) · Journal of Marketing · doi:10.1509/jm.15.0414 · Cited by 829
Ordanini, A., & Parasuraman, A. (2011) · Journal of Service Research · doi:10.1177/1094670510385332 · Cited by 676
The Effectiveness of Customer Participation in New Product Development: A Meta-Analysis
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Metadata
- Authors
- Fang, E. (.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2008-07
- Volume
- 72
- Issue
- 4
- Pages
- 90-104
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2029686226
- Cited by
- 648
- References
- 12
- FWCI
- 30.72
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
