Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market  

Oleh:

Fang, Eric (Er)

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 4 (Jul. 2008), page 90-104.
Topik: Customer Participation; Innovation; Speed to Market; Downstream Customer Network

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

To address the trade-off between new product innovatiness 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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