Customer Interaction as a Key to New Product Success

Gruner, Kjell E. ; Homburg, Christian

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URN: urn:nbn:de:bsz:180-madoc-425341
Document Type: Working paper
Year of publication: 1999
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W016
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
ISBN: 3-89333-173-5
Edition: [Nachdr. der Ausg.] Koblenz, 1998
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: Recent years have witnessed a resurgence of academic and practitioner interest in new product development and in the way companies interact with their customers. While there has been considerable scientific progress in both research areas, very limited attention has been given to customer interaction in the new product development process as a means to increase new product success. This paper reports on research assessing the performance impact of (1) the intensity of customer interaction in different stages of the new product development process and (2) the characteristics of the involved customers. The research is based on field interviews as well as statistical analyses of a sample in the machinery industry. Results indicate that customer interaction during certain stages (but not others) of the new product development process has a positive impact on new product success. The characteristics of the involved customers have a significant effect on new product success as well. As an example, collaborating with financially attractive customers or customers exhibiting lead user characteristics increases new product success. It is also demonstrated that there is a gap between the performance impact of customer interaction during new product development and the current business practice in this field.
Additional information: Der Titel wurde anläßlich der Gründung des IMU aus einer Schriftenreihe des ZMU (Zentrum für Marktorientierte Unternehmensführung)an der WHU Koblenz übernommen.

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