The Research on the Effect Mechanism of Customer Participation on New Product Development: A Knowledge Sharing Perspective
Now, new product development (NPD) has become the key to company survival and development in all industries. But conventional wisdom can also threaten a companys ability to compete. NPD researches, mostly dwelling on company level, were found to ignore the product users-customers. This study, however, based on transaction cost theory and from knowledge sharing perspective, is to explore the effect mechanism of customer participation on NPD, in which customer participation is supposed to improve NPD performance through effects of relational embeddedness on knowledge sharing between customers and NPD companies. Meanwhile, the effect mechanism is better shown up with customer knowledge heterogeneity being added as a moderating variable. This study could also give advices on improving NPD performance from customer participation perspective by improving customer-enterprise relations and gaining helpful knowledge about NPD.
customer participation relational embeddedness knowledge sharing customer knowledge heterogeneity new product development (NPD) performance
Tao Wang Jianping Wang Rui Guo
School of Economics and Management, Wuhan University, Wuhan, 430072, P.R.China
国际会议
第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)
武汉
英文
2084-2089
2009-05-30（万方平台首次上网日期，不代表论文的发表时间）