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Article: Customer participation and the trade-off between new product innovativeness and speed to market

TitleCustomer participation and the trade-off between new product innovativeness and speed to market
Authors
KeywordsCustomer participation
Innovation
Speed to market
Downstream customer network
Issue Date2008
Citation
Journal of Marketing, 2008, v. 72, n. 4, p. 90-104 How to Cite?
AbstractTo 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. © 2008, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/230819
ISSN
2015 Impact Factor: 3.885
2015 SCImago Journal Rankings: 6.612

 

DC FieldValueLanguage
dc.contributor.authorFang, Eric-
dc.date.accessioned2016-09-01T06:06:53Z-
dc.date.available2016-09-01T06:06:53Z-
dc.date.issued2008-
dc.identifier.citationJournal of Marketing, 2008, v. 72, n. 4, p. 90-104-
dc.identifier.issn0022-2429-
dc.identifier.urihttp://hdl.handle.net/10722/230819-
dc.description.abstractTo 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. © 2008, American Marketing Association.-
dc.languageeng-
dc.relation.ispartofJournal of Marketing-
dc.subjectCustomer participation-
dc.subjectInnovation-
dc.subjectSpeed to market-
dc.subjectDownstream customer network-
dc.titleCustomer participation and the trade-off between new product innovativeness and speed to market-
dc.typeArticle-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1509/jmkg.72.4.90-
dc.identifier.scopuseid_2-s2.0-47849101911-
dc.identifier.volume72-
dc.identifier.issue4-
dc.identifier.spage90-
dc.identifier.epage104-

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