Customer involvement and new product performance

Customer involvement and new product performance PurposeThe purpose of this paper is to examine the joint influence of technological newness (TN) and market newness (MN) on the relationship between customer involvement (CI) and new product performance.Design/methodology/approachThe authors employed hierarchical moderated regression analysis to test the hypothesized relationships using survey data collected from 214 Chinese manufacturing firms.FindingsThe authors found that the impact of CI on new product performance varies across the different configurations of TN and MN. Specifically, the performance effect of CI is most positive under low TN and high MN, while the performance effect is least positive under low TN and low MN.Originality/valueThis study enriches CI research by identifying different configurations of product innovativeness that augment or limit the value of CI. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management & Data Systems Emerald Publishing

Customer involvement and new product performance

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-5577
DOI
10.1108/IMDS-11-2015-0457
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine the joint influence of technological newness (TN) and market newness (MN) on the relationship between customer involvement (CI) and new product performance.Design/methodology/approachThe authors employed hierarchical moderated regression analysis to test the hypothesized relationships using survey data collected from 214 Chinese manufacturing firms.FindingsThe authors found that the impact of CI on new product performance varies across the different configurations of TN and MN. Specifically, the performance effect of CI is most positive under low TN and high MN, while the performance effect is least positive under low TN and low MN.Originality/valueThis study enriches CI research by identifying different configurations of product innovativeness that augment or limit the value of CI.

Journal

Industrial Management & Data SystemsEmerald Publishing

Published: Sep 12, 2016

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