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The role of customer participation in building new product development speed capabilities in turbulent environments

Author

Listed:
  • Todd Morgan

    (Western Michigan University)

  • Sergey Alexander Anokhin

    (St. Cloud State University
    National Research Tomsk Polytechnic University)

  • Chanho Song

    (California State University San Bernardino)

  • Natalia Chistyakova

    (National Research Tomsk Polytechnic University)

Abstract

In a sample of 204 SMEs, this study investigates how customer co-creation impacts firms’ ability to increase new product development (NPD) speed. The results show firms that collaborate with customers in the NPD process at greater levels are able to increase NPD speed capabilities and commercialize products at a faster rate. In addition, environmental turbulence is investigated as to how it may impact the relationship between customer participation and NPD speed. The results show that customer participation in NPD allows firms to better manage turbulent environments by enhancing the speed at which new products are brought to market. Finally, the results show that NPD speed mediates the relationship between customer participation and the performance of new products, thus highlighting the importance of developing new products faster. The principle contribution of the study is the examination of an additional moderating factor in regard to customer participation and NPD speed. The second contribution of this research is that while previous studies have examined the individual impacts of customer participation on NPD speed and NPD speed on NPD performance, this research statistically demonstrates the mediating process among the three constructs.

Suggested Citation

  • Todd Morgan & Sergey Alexander Anokhin & Chanho Song & Natalia Chistyakova, 2019. "The role of customer participation in building new product development speed capabilities in turbulent environments," International Entrepreneurship and Management Journal, Springer, vol. 15(1), pages 119-133, March.
  • Handle: RePEc:spr:intemj:v:15:y:2019:i:1:d:10.1007_s11365-018-0549-9
    DOI: 10.1007/s11365-018-0549-9
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    References listed on IDEAS

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    Cited by:

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    3. Lyu, Chongchong & Zhang, Feng & Ji, Jing & Teo, Thompson S.H. & Wang, Ting & Liu, Zifan, 2022. "Competitive intensity and new product development outcomes: The roles of knowledge integration and organizational unlearning," Journal of Business Research, Elsevier, vol. 139(C), pages 121-133.
    4. Guangying Xie & Shengyan Wu & Zhengjiang Song, 2022. "Focus on Innovation or Focus on Sales? The Influences of the Government of China’s Demand-Side Reform during COVID-19 and Their Sustainability Consequences in the Consumer Products Industry," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    5. Morgan, Todd & Anokhin, Sergey Alexander & Wincent, Joakim, 2019. "New service development by manufacturing firms: Effects of customer participation under environmental contingencies," Journal of Business Research, Elsevier, vol. 104(C), pages 497-505.

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