TY - JOUR
T1 - The effectiveness of customer participation in new product development
T2 - A meta-analysis
AU - Chang, Woojung
AU - Taylor, Steven A.
N1 - Publisher Copyright:
© 2016, American Marketing Association.
PY - 2016/1
Y1 - 2016/1
N2 - Although the returns of customer participation on new product development (NPD) performance can vary substantially, the current literature lacks a systematic conceptual and empirical integration showing when customer participation is valuable in enhancing NPD performance. Building on knowledge management theory, the authors present a conceptual framework that synthesizes a variety of contingency factors. A meta-analysis empirically examines the moderating effects of contextual factors between customer participation and NPD performance. The analysis reveals that involving customers in the ideation and launch stages of NPD improves new product financial performance directly as well as indirectly through acceleration of time to market, whereas customer participation in the development phase slows down time to market, deteriorating new product financial performance. Furthermore, the benefits of customer participation on NPD performance are greater in technologically turbulent NPD projects, in emerging countries, in low-tech industries, for business customers, and for small firms. The authors discuss several theoretical and managerial implications about when to engage customers in the innovation process.
AB - Although the returns of customer participation on new product development (NPD) performance can vary substantially, the current literature lacks a systematic conceptual and empirical integration showing when customer participation is valuable in enhancing NPD performance. Building on knowledge management theory, the authors present a conceptual framework that synthesizes a variety of contingency factors. A meta-analysis empirically examines the moderating effects of contextual factors between customer participation and NPD performance. The analysis reveals that involving customers in the ideation and launch stages of NPD improves new product financial performance directly as well as indirectly through acceleration of time to market, whereas customer participation in the development phase slows down time to market, deteriorating new product financial performance. Furthermore, the benefits of customer participation on NPD performance are greater in technologically turbulent NPD projects, in emerging countries, in low-tech industries, for business customers, and for small firms. The authors discuss several theoretical and managerial implications about when to engage customers in the innovation process.
KW - Customer participation
KW - Knowledge management
KW - Meta-analysis
KW - New product development
KW - New product development performance
UR - http://www.scopus.com/inward/record.url?scp=84955616456&partnerID=8YFLogxK
U2 - 10.1509/jm.14.0057
DO - 10.1509/jm.14.0057
M3 - Article
AN - SCOPUS:84955616456
SN - 0022-2429
VL - 80
SP - 47
EP - 64
JO - Journal of Marketing
JF - Journal of Marketing
IS - 1
ER -