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Does complexity deter customer-focus

Krishnan, M.S. - ; Ethiraj, Sendil K. - ; Ramasubbu, Narayan - ;

Economic models suggest that firms use a simple cost-benefit calculation to evaluate customer requests for new product features, but an extensive organizational literature shows the decision to implement innovation is more nuanced. We address this theoretical tension by studying how firms respond to customer requests for incremental product innovations, and how these responses change when the requested innovation is complex. Using large sample empirical analyses combined with detailed qualitative data drawn from interviews, we find considerable variance in the relationship between customer demands, complexity, and investments in incremental innovations. The qualitative study revealed the importance of organization structures, competitive pressures, and incentives for resource allocation processes.Printed journal


Ketersediaan

Call NumberLocationAvailable
SMJ3302PSB lt.dasar - Pascasarjana1
Penerbit: Wiley Periodicals
Edisi-
SubjekEconomic models
Customer services
Organization theory
Innovations
Qualitative research
Product introduction
ISBN/ISSN1432095
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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