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Influence of market orientation on performance: the moderating roles of customer participation breadth and depth in new product development
Western Michigan University, Kalamazoo, MI, United States.
St. Cloud State University, St. Cloud, MN, United States; Tomsk Polytechnic University, Tomsk, Russian Federation.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering. Hanken School of Economics, Helsinki, Finland; University of St.Gallen, St.Gallen, Switzerland.ORCID iD: 0000-0002-8770-8874
2019 (English)In: Industry and Innovation, ISSN 1366-2716, E-ISSN 1469-8390, Vol. 26, no 9, p. 1103-1120Article in journal (Refereed) Published
Abstract [en]

With a greater number of B2B firms integrating customers into the new product development (NPD) process, how to utilize customer involvement in NPD is an important decision because it may be a double-edged sword carrying both bright and dark sides. Utilizing a sample of 193 B2B firms across various industries, we validate previous research that suggests market orientation positively influences NPD performance and subsequently examine how this relationship may either be enhanced or diminished contingent upon how customers are utilized in the NPD process. The results show that the market orientation–NPD performance relationship is enhanced by having customers participate in a greater number of activities throughout NPD (customer participation breadth) and diminished when customers are involved at deeper levels (customer participation depth). This research suggests that the exact involvement of customers is a critical decision and has clear implications for the dialogues about customer involvement and management of customer relationships.

Place, publisher, year, edition, pages
Taylor & Francis, 2019. Vol. 26, no 9, p. 1103-1120
Keywords [en]
Market orientation, customer participation, new product development, open innovation, co-creation
National Category
Other Engineering and Technologies not elsewhere specified
Research subject
Entrepreneurship and Innovation
Identifiers
URN: urn:nbn:se:ltu:diva-72833DOI: 10.1080/13662716.2019.1566053ISI: 000483776000005OAI: oai:DiVA.org:ltu-72833DiVA, id: diva2:1287194
Note

Validerad;2019;Nivå 2;2019-09-11 (johcin)

Available from: 2019-02-08 Created: 2019-02-08 Last updated: 2019-09-24Bibliographically approved

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Wincent, Joakim

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  • apa
  • harvard1
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