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Game Analysis of Customers' Participation in New Product Conceptions Selection Based on Separation Sequential Equilibrium

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  • Jingzhi Cao
  • Haiquan Wu

Abstract

Customer participation in new product development (NPD) has various advantages and disadvantages, research has proven that its beneficial factors are more in the early stages. The key in the initial phase of NPD is to understand the real needs of customers. In recent years, research in this field has been done mainly through questionnaires or data mining. However, most of the research have ignored the fact that customer preferences are private information and the influence of different customer groups on their willingness to participate. Because the selection of new product ideas takes place in the early stages of NPD and the degree of advance of customers is also an important parameter that indicates their willingness to cooperate in NPD activities, this paper will study the mechanism of private transfer of customers. Preferences will be considered in the selection phase of NPD concepts and their top grade. Results showed that the leading customers have reasonable motivation to participate in new product development, and advanced customers are more willing to express their product viewpoints.

Suggested Citation

  • Jingzhi Cao & Haiquan Wu, 2025. "Game Analysis of Customers' Participation in New Product Conceptions Selection Based on Separation Sequential Equilibrium," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(2), pages 879-890, March.
    • Handle: RePEc:wly:mgtdec:v:46:y:2025:i:2:p:879-890
    DOI: 10.1002/mde.4409
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    References listed on IDEAS

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    1. Xie, Xuemei & Wang, Lijun & Zhang, Tao, 2023. "Involving online community customers in product innovation: The double-edged sword effect," Technovation, Elsevier, vol. 123(C).
    2. Mohammad Hossein Khasmafkan Nezam & Ali Ataffar & Ali Nasr Isfahani & Arash Shahin, 2016. "Human capital and new product development performance efficiency - the mediating role of organisational learning capability," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 20(1), pages 26-46.
    3. Arash Shahin & Elham Mahdian, 2020. "Ranking the indicators of open innovation adoption based on NPD factors," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 22(3), pages 408-428.
    4. An-tien Hsieh & Chang-hua Yen, 2005. "The effect of customer participation on service providers' job stress," The Service Industries Journal, Taylor & Francis Journals, vol. 25(7), pages 891-905, October.
    5. 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.
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