27/03/2025
🔍 How does impact new product development (hashtag ) performance, and under what conditions do its effects shift from beneficial to detrimental?
📣 Excited to announce a new study in the journal Industry and Innovation:
"The double-edged sword of customer participation on new product development performance: the contingent roles of relational and environmental factors"
👥 Authors:
Jiaxin Lin, Jason Lu Jin, Liwen Wang, and Xueqing Wang
🔑 Research Highlights:
- Customer participation in B2B NPD processes enhances performance through but can also lead to conflicts that diminish outcomes.
- Prior experience between firms reduces both the positive and negative effects of customer participation.
- Technological turbulence amplifies the positive impact of customer participation on knowledge sharing.
- The study integrates boundary spanning theory to offer a balanced perspective on the benefits and risks of involving customers in innovation.
💡 Policy and Managerial Implications: For managers in high-tech B2B industries, the findings highlight the importance of carefully managing and environmental factors when engaging customers in NPD. Building trust through previous cooperation and understanding market turbulence can help firms maximize the benefits of customer involvement while mitigating conflicts.
🔗
📚
Although customer participation plays an increasingly important role in firm innovation, both its effects on new product development (NPD) performance in the B2B context and the underlying mechanis...