新产品开发中客户授权的心理和行为后果:情境框架、回顾与研究议程

IF 10.1 1区 管理学 Q1 BUSINESS
Lukas Maier, Christian V. Baccarella
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引用次数: 0

摘要

为了寻求创新和市场成功,企业开始以多种方式赋予客户权力,从定制和自行生产自己的产品(为一人制造的产品),到为更广泛的市场选择和设计产品(为多人制造的产品)。这种权力转移对客户的行为和心理产生了重要影响,因此引起了学术界和从业人员的极大兴趣。然而,相关文献比较零散,研究结果也不一致,缺乏全面的概念和经验概述。具体而言,现有文献忽视了客户授权的情境性,将本质上不同的客户授权活动等同起来,却没有考虑到参与型客户与观察型客户(即没有亲自参与新产品开发过程的客户)之间的不同影响。这限制了该领域的发展,并阻碍了与创新、市场营销和消费者研究等相关领域的整合。为了更好地理解客户授权的心理和行为后果,我们系统地回顾了该领域的文献,并建立了一个概念框架,将不同的客户授权情况及其各自的心理(如企业认知和授权感受)和行为(如产品偏好和支付意愿)后果整合在一起。利用这一框架,我们构建了以往研究的结构,强调了不同客户授权情况下的异同,并为未来研究奠定了基础。通过从客户角度出发,本研究加深了我们对为什么某些客户授权策略比其他策略更成功(以及在什么情况下)的理解。在更广泛的层面上,我们表明,采用行为和心理视角可能是研究创新的一种有前途的方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda
In search of innovation and market success, firms have started to empower their customers in many ways, from customizing and self‐producing their own products (products made for one) to selecting and designing products for the broader marketplace products made for many. This power shift has important behavioral and psychological consequences for customers and, hence, has attracted considerable interest from academics and practitioners alike. However, the literature is scattered, provides inconsistent findings, and lacks both a comprehensive conceptualization and empirical overview. Specifically, extant literature neglects the situational nature of customer empowerment, equalizing inherently different customer empowerment activities while failing to consider the divergent effects on participating versus observing customers (i.e., customers who do not participate in the new product development process themselves). This limits advancement of the field, and impedes integration with the related fields of innovation, marketing, and consumer research. To facilitate a better understanding of the psychological and behavioral consequences of customer empowerment, we systematically review literature in the field and develop a conceptual framework that integrates different customer empowerment situations and their respective psychological (e.g., firm perceptions and feelings of empowerment) and behavioral (e.g., product preferences and willingness‐to‐pay) consequences. Using this framework, we structure previous research, highlight similarities and differences across customer empowerment situations, and set the stage for future research. By taking a customer perspective, this research advances our understanding of why some customer empowerment strategies are more successful than others (and under which circumstances). On a broader level, we show that adopting a behavioral and psychological perspective may be a promising way to study innovation.
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来源期刊
Journal of Product Innovation Management
Journal of Product Innovation Management 管理科学-工程:工业
CiteScore
17.00
自引率
5.70%
发文量
42
审稿时长
6-12 weeks
期刊介绍: The Journal of Product Innovation Management is a leading academic journal focused on research, theory, and practice in innovation and new product development. It covers a broad scope of issues crucial to successful innovation in both external and internal organizational environments. The journal aims to inform, provoke thought, and contribute to the knowledge and practice of new product development and innovation management. It welcomes original articles from organizations of all sizes and domains, including start-ups, small to medium-sized enterprises, and large corporations, as well as from consumer, business-to-business, and policy domains. The journal accepts various quantitative and qualitative methodologies, and authors from diverse disciplines and functional perspectives are encouraged to submit their work.
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