{"title":"客户参与共同开发:新产品开发中的问题解决与决策","authors":"Tereza Dean, Haisu Zhang, Yazhen Xiao","doi":"10.1108/ejm-12-2022-0917","DOIUrl":null,"url":null,"abstract":"\nPurpose\nCustomers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.\n\n\nDesign/methodology/approach\nThe authors collected survey data from 308 managers in the innovation domain.\n\n\nFindings\nCustomer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.\n\n\nResearch limitations/implications\nThis research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.\n\n\nPractical implications\nThis paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.\n\n\nOriginality/value\nPrior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.\n","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":3.7000,"publicationDate":"2024-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Customer involvement in co-development: problem-solving and decision-making in new product development\",\"authors\":\"Tereza Dean, Haisu Zhang, Yazhen Xiao\",\"doi\":\"10.1108/ejm-12-2022-0917\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nCustomers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.\\n\\n\\nDesign/methodology/approach\\nThe authors collected survey data from 308 managers in the innovation domain.\\n\\n\\nFindings\\nCustomer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.\\n\\n\\nResearch limitations/implications\\nThis research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.\\n\\n\\nPractical implications\\nThis paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.\\n\\n\\nOriginality/value\\nPrior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.\\n\",\"PeriodicalId\":48401,\"journal\":{\"name\":\"European Journal of Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2024-08-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"European Journal of Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/ejm-12-2022-0917\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"European Journal of Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/ejm-12-2022-0917","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Customer involvement in co-development: problem-solving and decision-making in new product development
Purpose
Customers can participate in new product development (NPD) in many ways. Drawing on the knowledge-based view (KBV) and innovation literature, this study aims to contrast two main product development activity types, i.e. problem-solving and decision-making. It proposes customers play distinct roles if they get involved in these activities, which influence NPD outcomes differently. It also explores customer need specificity as a boundary condition for the above-mentioned relationships.
Design/methodology/approach
The authors collected survey data from 308 managers in the innovation domain.
Findings
Customer involvement in problem-solving and decision-making distinctively influences new product innovativeness and development speed. Customer need specificity interacts with the two co-development types differently to impact these NPD outcomes further.
Research limitations/implications
This research extends the KBV and addresses the inconsistent findings in the literature regarding customer involvement as co-developers in innovation. It also provides novel insights into how knowledge characteristics like customer need specificity can direct co-developing activities to generate distinct NPD results.
Practical implications
This paper offers practical implications for firms on how to involve customers in developing innovative new products while managing development speed.
Originality/value
Prior research has yet to distinguish customer responsibilities related to co-development activities. This research fills this gap and offers novel insights that problem-solving and decision-making have opposite impacts on different NPD outcomes. This research demonstrates that finer knowledge about customer involvement responsibilities is needed for critical NPD outcomes.
期刊介绍:
The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models