Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism

Richard Gruner, Bryan Lukas, Amanda Spry

Research output: Contribution to conferenceAbstract

Abstract

This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raising
the question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.
Original languageEnglish
Publication statusPublished - 2014
EventAustralia and New Zealand Marketing Academy Conference: Agents of change - Griffith University, Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014
http://anzmac.org/resources/view/ANZMAC-2014-Proceedings

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC 2014
CountryAustralia
CityBrisbane
Period1/12/143/12/14
Internet address

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    Gruner, R., Lukas, B., & Spry, A. (2014). Customer Participation in New Product Development: Exploring the Role of Environmental Dynamism. Abstract from Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.