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Customer interactivity and new product performance: Moderating effects of product newness and product embeddedness

机译：客户互动性和新产品性能：产品新颖性和产品嵌入性的调节作用

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摘要

Understanding customer needs which drive significant product innovation is particularly challenging for new product development (NPD) organizations. Research has addressed how organizations benefit from interacting with customers, but more conceptualization is needed into the dimensions of the customer interaction process. In a business-to-business (B2B) setting, customer interactivity is conceptualized as a multi-dimensional construct consisting of bidirectional communications, participation, and joint problem solving during NPD projects. Drawing upon organizational information processing theory, customer interactivity is hypothesized to be positively related to customer information quality when developing highly innovative products, but not when developing modifications or extensions of existing products. Another condition affecting this relationship studied is the embeddedness of the new product in the customer's business environment. Customer interactivity is hypothesized to be positively related to information quality for highly embedded product, but not for low embedded product. Results from a sample of NPD organizations in several B2B industries support these hypotheses. The study contributes to the marketing literature and practice by identifying important dimensions of the customer interaction process which lead to more proactive organizations, and identifying two moderating conditions of the customer interactivity and NPD performance relationship.
机译：对于新产品开发（NPD）组织而言，了解推动重大产品创新的客户需求尤其具有挑战性。研究已经探讨了组织如何从与客户的交互中受益，但是在客户交互过程的维度中还需要更多的概念化。在企业对企业（B2B）设置中，客户交互性被概念化为多维结构，包括双向沟通，参与和NPD项目期间的联合问题解决。根据组织信息处理理论，假设在开发高度创新的产品时，客户交互性与客户信息质量成正相关，而在开发现有产品的修改或扩展时，则不是。影响这种关系的另一个条件是新产品在客户业务环境中的嵌入性。假设客户交互性与高度嵌入式产品的信息质量成正相关，而与低嵌入式产品无关。来自多个B2B行业的NPD组织的样本结果支持了这些假设。该研究通过确定导致客户组织更主动的客户交互过程的重要方面，并确定客户交互和NPD绩效关系的两个调节条件，为营销文献和实践做出了贡献。

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