Antecedents and consequences of leveraging customer complaints in new product development

Polthier, Andreas ; Kuester, Sabine ; Janda, Sergej von

Document Type: Conference or workshop publication
Year of publication: 2020
Book title: 49th EMAC Annual Conference 2020 : 26-29 May 2020, Corvinus University of Budapest, Hungary, [proceedings]
Page range: Article 62525
Conference title: 49th EMAC Annual Conference 2020 (conference canceled)
Location of the conference venue: Budapest, Hungary
Date of the conference: canceled
Place of publication: Budapest
Publishing house: European Marketing Academy
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: Open innovation research shows the value of integrating customers in new product develop-ment. This research largely focuses on lead users, but little attention has been devoted to com-plaining customers. To address this gap, we explore antecedents and effects of customer com-plaint integration in new product development. Applying the knowledge-based view, this study investigates the influence of company structure on the extent of customer complaint integration and, ultimately, new product success. We posit that a company’s error manage-ment culture moderates the relationship between structure and customer complaint integration. We conduct a dual informant survey, targeting customer service managers and R&D manag-ers. This study adds to the field of open innovation by focusing on the neglected group of complainants to provide important implications for managers seeking to leverage the innova-tive potential of customer complaints.
Additional information: Online-Ressource

Dieser Eintrag ist Teil der Universitätsbibliographie.

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