Customer participation and new product performance

Towards the understanding of the mechanisms and key contingencies

Todd Morgan, Michael Obal, Sergey Anokhin

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

In a study of 243 firms of varying sizes across 14 different industries, we investigate the effect of customer participation on new product development performance. We confirm that overall customer participation is positively related to new product development performance and that the effect is mediated by innovativeness. We also demonstrate that these effects are contingent upon absorptive capacity of the firm in question such that firms with high absorptive capacity stand to gain more from engaging their customers in new product development than firms with low absorptive capacity, especially at the later stages of the NPD process. The results are robust to alternative estimation techniques, measures employed to operationalize key concepts, and the industrial makeup of the sample. Post hoc analyses provide non-trivial managerial implications for the decision makers at the firm level.

Original languageEnglish
Pages (from-to)498-510
Number of pages13
JournalResearch Policy
Volume47
Issue number2
DOIs
Publication statusPublished - 1 Mar 2018
Externally publishedYes

Fingerprint

Product development
New product performance
Contingency
Customer participation
Industry
New product development
Absorptive capacity

Keywords

  • Absorptive capacity
  • Co-creation
  • Customer participation
  • Innovativeness
  • New product development

ASJC Scopus subject areas

  • Strategy and Management
  • Management Science and Operations Research
  • Management of Technology and Innovation

Cite this

Customer participation and new product performance : Towards the understanding of the mechanisms and key contingencies. / Morgan, Todd; Obal, Michael; Anokhin, Sergey.

In: Research Policy, Vol. 47, No. 2, 01.03.2018, p. 498-510.

Research output: Contribution to journalArticle

@article{400acfb2b09a46e983c8ed620c966861,
title = "Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies",
abstract = "In a study of 243 firms of varying sizes across 14 different industries, we investigate the effect of customer participation on new product development performance. We confirm that overall customer participation is positively related to new product development performance and that the effect is mediated by innovativeness. We also demonstrate that these effects are contingent upon absorptive capacity of the firm in question such that firms with high absorptive capacity stand to gain more from engaging their customers in new product development than firms with low absorptive capacity, especially at the later stages of the NPD process. The results are robust to alternative estimation techniques, measures employed to operationalize key concepts, and the industrial makeup of the sample. Post hoc analyses provide non-trivial managerial implications for the decision makers at the firm level.",
keywords = "Absorptive capacity, Co-creation, Customer participation, Innovativeness, New product development",
author = "Todd Morgan and Michael Obal and Sergey Anokhin",
year = "2018",
month = "3",
day = "1",
doi = "10.1016/j.respol.2018.01.005",
language = "English",
volume = "47",
pages = "498--510",
journal = "Research Policy",
issn = "0048-7333",
publisher = "Elsevier",
number = "2",

}

TY - JOUR

T1 - Customer participation and new product performance

T2 - Towards the understanding of the mechanisms and key contingencies

AU - Morgan, Todd

AU - Obal, Michael

AU - Anokhin, Sergey

PY - 2018/3/1

Y1 - 2018/3/1

N2 - In a study of 243 firms of varying sizes across 14 different industries, we investigate the effect of customer participation on new product development performance. We confirm that overall customer participation is positively related to new product development performance and that the effect is mediated by innovativeness. We also demonstrate that these effects are contingent upon absorptive capacity of the firm in question such that firms with high absorptive capacity stand to gain more from engaging their customers in new product development than firms with low absorptive capacity, especially at the later stages of the NPD process. The results are robust to alternative estimation techniques, measures employed to operationalize key concepts, and the industrial makeup of the sample. Post hoc analyses provide non-trivial managerial implications for the decision makers at the firm level.

AB - In a study of 243 firms of varying sizes across 14 different industries, we investigate the effect of customer participation on new product development performance. We confirm that overall customer participation is positively related to new product development performance and that the effect is mediated by innovativeness. We also demonstrate that these effects are contingent upon absorptive capacity of the firm in question such that firms with high absorptive capacity stand to gain more from engaging their customers in new product development than firms with low absorptive capacity, especially at the later stages of the NPD process. The results are robust to alternative estimation techniques, measures employed to operationalize key concepts, and the industrial makeup of the sample. Post hoc analyses provide non-trivial managerial implications for the decision makers at the firm level.

KW - Absorptive capacity

KW - Co-creation

KW - Customer participation

KW - Innovativeness

KW - New product development

UR - http://www.scopus.com/inward/record.url?scp=85041225251&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85041225251&partnerID=8YFLogxK

U2 - 10.1016/j.respol.2018.01.005

DO - 10.1016/j.respol.2018.01.005

M3 - Article

VL - 47

SP - 498

EP - 510

JO - Research Policy

JF - Research Policy

SN - 0048-7333

IS - 2

ER -