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Customer knowledge development: antecedents and impact on new product performance
New products fail in the marketplace because they do not appeal to customer preferences. Therefore, knowledge of customer preferences about new products is a prerequisite for new product success. The development of such knowledge is made difficult by the fact that customer preferences evolve through customers' engagement with new product ideas, concepts, and prototypes. Consequently, to develop an accurate understanding of the evolving customer preferences for new products, it is necessary that customer knowledge development is an evolutionary process. The results from a study of 165 new product development projects in large organizations show that the organizational decision to provide resource slack matters less than the presence of an incentive system that encourages use of slack in enabling the firm to meet the resource requirement of the customer knowledge development process. Furthermore, the results show that both the creation of cross-functional new product development teams and the adoption of integration as a mode of conflict resolution in the teams enables the firm to meet the responsiveness requirement. The results also show that the organizational action to champion the goal of product leadership motivates project members to persist with customer knowledge development activities regardless of their own goals for the organization. Finally, the results confirm the importance of customer knowledge development in fostering new product success.Hardcopy
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| IM1700504 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Product development Consumer attitudes Statistical analysis Preferences studies |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |