Research on the effect mechanism of customer participation on new product development
Rui Guo · Kexuexue yanjiu · 2010
Traditional ideas had threat company competitive advantage,new product development researches are mainly concentrated on company level,but neglect the product users—customers.This study is primarily based on transaction cost and from knowledge sharing viewpoint to understand the effect mechanism of customer participation on NPD(new product development),that is,customer participation improves NPD performance by effect of relational involvement on knowledge sharing between customers and NPD companies.At the same time,with the addition of customer knowledge heterogeneity as moderating variable,the effect mechanism is better shown up.