A Pattern for Promotion of the New Product Development Success Based on Customer Involvement Capability, Customer Knowledge Absorption and Resources Slack
Subject Areas : Entrepreneurship and Mnagement of Knowledge-based Firmssadaf Veshkaeinezhad 1 , Mostafa Ebrahim pour Azbary 2 * , Mohammad Doustar 3
1 -
2 -
3 -
Keywords: Customer Involvement Capability New Product Development Success Knowledge Absorption Resources Slack,
Abstract :
Todays, product development has faced the dramatically growth, due to the rapid changes in customers’ demands, needs and the competitiveness of the market. Success in new product development requires a deep understanding of our customers. And this necessitates an interactive and active interaction with them. New product development is a way to listen to what customers want and also, to response their needs. Creating customer participation capability causes innovative and practical ideas and enhances firms’ competitive environment. Therefore, the purpose of this paper is investigating the effect of customer involvement capability on the success of the new product development. Also, this research attempts to develop previous researches by considering the effect of customer knowledge assimilation as a mediating variable and the moderating role of resources slack of company. This article is practical in term of purpose and descriptive in term of method. Questionnaire is used to collect the data. And 30 knowledge-based companies in Rasht city participated in this research. In order to test the hypotheses, the Structural Equation Modeling approach has been used. The research findings show that the customer participation capability directly and indirectly through the absorption of customer knowledge affects the success of the new product development; however, the role of resources slack as a moderated variable is not confirmed by the relation between customer knowledge assimilation and the success of new product development. Hence, knowledge-based companies need to pay particular attention to knowledge assimilation and customer involvement capability in order to succeed in new product development. As a result, they can possess an appropriate competitive position in the marketplace.
1- داوری، علی و رضازاده، آرش. مدلسازی معادلات ساختاری با نرمافزار PLS، انتشارات جهاد دانشگاهی، تهران، 1392.
2- ميرفخرالديني، سيدحيدر؛ صفري، خليل و شعباني، اكرم. بررسي تأثير مشارکت مشتري در توسعه محصول جديد در صنايع کاشي و سراميک يزد، فصلنامه توسعه تكنولوژي صنعتي، دوره 15، شماره 30، صص 46-37، 1396.
3- شعبانی، اکرم؛ منصوری محمدآبادی، سلیمان؛ میرفخرالدینی، سید حیدر و صفری، خلیل. تأثیر مشارکت مشتری بر توسعه محصول جدید: نقش میانجی پیامدهای بازار، فصلنامه علوم مدیریت ایران، سال یازدهم، شماره 44، صص 78-57، 1396.
4- A. Awwad, and D. M. N, Akroush, “New product development performance success measures: an exploratory research,” Journal of Business, vol. 11, no. 1, pp. 2–29, 2016.
5- W. Chang, and S.A, Taylor, “The effectiveness of customer participation in new product development,” Journal of Marketing, vol. 80, no. 1, pp. 47–64, 2016.
6- S. Nambisan, “Designing virtual customer environments for new product development: toward a theory,” Academic of Management Review, vol. 27, no. 3, pp. 392–413, 2002.
7- M.K. Poetz, and M. Schreier, “The Value of Crowdsourcing: can users really compete with Professionals in Generating New Product Ideas?” Journal of Product Innovation Management,” vol. 29, no. 2, pp. 245–256, 2012.
8- S. Auh, S. Bell, C. McLeod, and E. Shih, “Co-production and Customer Loyalty in Financial Services,” Journal of Retail, vol. 83, no. 3, pp. 359–370, 2007.
9- A. Griffin, and J.R. Hauser, “The voice of the Customer,” Journal of Market Science, vol. 12, no. 1, pp. 1–27, 1993.
10- N.E. Coviello, and R.M. Joseph, “Creating Major Innovations with customers: insights from small and young technology firms”, Journal of Marketing, vol. 76, no. 6, pp. 87–104, 2012.
11- E. Fang, and R.W. Pamaltier, and K.R. Evans, “Influence of customer participation on creating and sharing of new product value,” Journal of Academic Marketing Science, vol. 36, no.3, pp. 322–336, 2008.
12- N. Franke, P. Keinz, and K. Klausberger, “Does this sound like a fair deal? Antecedents and consequences of fairness expectations in the individual’s decision to participate in firm innovation,” Journal of Organizational Science, vol. 24, no. 5, pp. 1495–1516. 2013.
13- P.J. Lane, R.K. Balaji, and P. Seemantini, “The Reification of Absorptive Capacity: A Critical Review and Rejuvenation of the Construct,” Academy of Management Review, vol.31, no. 4, pp. 833-863, 2006.
14- S.A. Zahra,and G. Gerard, “Absorptive Capacity: A Review, Reconceptualization, and Extension,” Academy of Management Review, vol. 27, no. 2, pp. 185-203, 2002.
15- J.P. Jansen, J. Frans, and W.V Henk, “Managing Potential and Realized Absorptive Capacity: How do Organizational Antecedents Matter?” Academy of Management Journal, vol. 48 no. 6, pp. 999-1015, 2005.
16- A.S. Cui, and F. Wu, “Utilizing Customer Knowledge in Innovation: Antecedents and Impact of Customer Involvement on New Product Performance,” Journal of the Academy of Marketing Science, vol. 44, no. 4, pp. 516-538, 2016.
17- A.W. Joshi, and S. Sanjay, “Customer Knowledge Development: Antecedents and Impact on New Product Performance,” Journal of Marketing, vol. 68, no. 4, pp. 47-59, 2004.
18- C. Storey, C. Pia, P. Paulina, and J.H. Erik, “Success Factors for Service Innovation: A Meta-Analysis,” Journal of Product Innovation Management, vol. 33, no. 5, pp. 527-548, 2015.
19- A. O'Cass, N. Heirati, and L. Viet Ngo, “Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas,” Journal of Industrial Marketing Management, vol. 43, no. 5, pp 862-872, 2014.
20- C. Storey, and C. Larbig, “Absorbing Customer Knowledge: How Customer Involvement Enables Service Design Success,” Journal of Service Research, vol. 21, no.1, pp. 101-118, 2017.
21- L. Witell, G.Anders, and M. Johnson, “The Effect of Customer Information during New Product Development on Profits from Goods and Services,” European Journal of Marketing, vol. 48, no. 9-10, pp. 1709-1730, 2014.
22- S.A. Rijsdijk, L. Fred, and J.H. Erik, “Understanding a Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage,” Journal of Product Innovation Management, vol. 28, no. 1, pp. 33-47, 2011.
23- T. Dorson, “Customer involvement capability and service firm performance: The mediating role of innovation,” Journal of Business Research, Vol. 86, pp 269-280, 2018.
24- H.L. Melton, and D.H. Michael, “Customer and Frontline Employee Influence on New Service Development Performance,” Journal of Service Research, vol. 13, no. 4, pp. 411-425, 2010.
25- M.A. Stanko, and M.B. Joseph, “Projective Customer Competence: Projecting Future Customer Needs that Drive Innovation Performance,” Industrial Marketing Management, vol. 42, no. 8, pp. 1255-1265, 2013.
26- S. Tih, K. Wong, G. Lynn, and R.R. Reilly, “Prototyping, customer involvement, and speed of information dissemination in new product success,” Journal of Business & Industrial Marketing, vol. 31, no. 4, pp. 437-448, 2016.
27- C. Shepherd, and P.K. Ahmed, “From product innovation to solutions innovation: a new paradigm for competitive advantage,” European Journal of Innovation Management, vol. 3, no. 2, pp. 100–106, 2000.
28- T. Morgan, M. Obal, and S. Anokhim, “Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies,” Journal of Research Policy, Vol. 47, No. 2, pp 498-510, 2018.
29- G. Todorova, and D. Boris, “Absorptive Capacity: Valuing a Reconceptualization,” Academy of Management Review, vol. 32, no. 3, pp. 774-786, 2007.
30- K. Atuahene-Gima, and A.Ko, “An empirical investigation of the effect of market orientation and entrepreneurial orientation alignment on product innovation,” Journal of Organization Science, vol. 12, no. 1, pp. 54–74, 2001.
31- W.D. Hoyer, R. Chandy, M. Dorotic, M. Krafft, and S.S. Singh, “Consumer co-creation in new product development,” Journal of Service Research, vol. 13, no. 3, pp. 283–296, 2010.
32- H. Yli-Renko, and R. Janakiraman, “How customer portfolio affects new product development in technology-based entrepreneurial firms,” Journal of Marketing, vol. 72, no. 5, pp. 131–148, 2008.
33- R.K. Chandy, G.T Tellis, “Organizing for radical product innovation: the over looked role of willingness to cannibalize,” Journal of Marketing Research, vol. 35, no. 4, pp. 474–487, 1998.
34- A. McKelvie, J. Wiklund, and A. Brattstorm, “Externally Acquired or Internally Generated? Knowledge Development and Perceived Environmental Dynamism in New Venture Innovation,” Journal of Entrepreneurship Theory and Practice, vol. 42, no. 1, pp. 24-46, 2017.
35- Z. Wang, and M. Zu, “Examining the linkage among open innovation, customer knowledge management and radical innovation: The multiple mediating effects of organizational learning ability,” Baltic Journal of Management, vol. 13, no. 3, pp. 368-389, 2018.
36- I. Nonaka, and T. Hirotaka, “The Knowledge- Creating Company”. New York, Oxford University Press, 1995.
37- M. Flor, S. Cooper, and M. Oltra, “External knowledge search, absorptive capacity and radical innovation in high-technology firms,” European Management Journal, Vol. 38, No. 2, 183-194. 2018.
38- J.M. Bonner, “Customer Interactivity and New Product Performance: Moderating Effects of Product Newness and Product Embeddedness,” Journal of Industrial Marketing Management, vol. 39, no. 3, pp. 485-49, 2010.
39- J. Backmann, H. Martin, and L.C. John, “Soaking It Up: Absorptive Capacity in Inter-organizational New Product Development Teams,” Journal of Product Innovation Management, vol. 32, no. 6, pp. 861-877, 2015.
40- V. Blazevic, and L. Annouk, “Managing Innovation through Customer Coproduced Knowledge in Electronic Services: An Exploratory Study,” Journal of the Academy of Marketing Science, vol. 36, no. 1, pp. 138-151, 2008.
41- H.W. Volberda, J.F. Nicolai, and A.L. Marjorie, “Absorbing the Concept of Absorptive Capacity: How to Realize its Potential in the Organization Field,” Organization Science, vol. 21, no. 4, pp. 931-951, 2010.
42- K.Z. Zhou, and B.L. Caroline, “How Knowledge Affects Radical Innovation: Knowledge Base, Market Knowledge Acquisition, and Internal Knowledge Sharing,” Strategic Management Journal, vol. 33, no. 9, pp. 1090-1102, 2012.
43- B. Menguc, A. Seigyoung, and P. Yannopoulos, “Customer and Supplier Involvement in Design: The ModeratingRole of Incremental and Radical Innovation Capability,” Journal of Product Innovation Management, vol. 31, no. 2, pp. 313-328, 2014.
44- R. Sethi, I. Zafar, and S. Anju, “Developing New to the Firm Products: The Role of Micro political Strategies,” Journal of Marketing, vol. 76, no. 2, pp. 99-115, 2012.
45- C. Mainemelis, “Stealing Fire: Creative Deviance in the Evolution of New Ideas,” Academy of Management Review, vol. 35, no. 4, pp. 558-578, 2010.