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首页> 外文期刊>Journal of product innovation management >Strategic Value Assessment and Explorative Learning Opportunities with Customers
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Strategic Value Assessment and Explorative Learning Opportunities with Customers

机译：战略价值评估和与客户的探索性学习机会

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This study recognizes that collaboration with customers for new product development may bring important financial benefits to firms, but at the same time may seriously hamper explorative learning. Many firms are approached by customers with requests to develop new products for them. While such requests may strengthen customer relationships and result in short-term financial gains, it may force a firm in technologically undesirable directions. As a result, many firms struggle with the dilemma of, on the one hand, responding to customer requests, and on the other hand, safeguarding the long-term competitive position of the firm. Firms with strong customer ties are particularly prone to this dilemma. Drawing on opportunity recognition literature, capability monitoring literature as well as goal setting theory, the authors have developed a framework arguing that Strategic Value Assessment (SVA) can help resolve this. SVA is defined as an a priori business evaluation of the value of a particular innovation collaboration, based on anticipated long-term strategic benefits. It helps innovative firms to focus on collaboration with customers with lead user status and to develop intense relationships, allowing for more effective knowledge transfer and learning. The framework is tested using data collected from a sample of 136 business-to-business firms in the Netherlands. The sampling frame was a panel of small and medium-sized high-tech enterprises. The study finds positive direct and indirect effects of SVA on explorative learning. In addition, the findings show that the intense collaboration/learning relationship is positively moderated by customer lead user status, and negatively moderated by customer dependence. The findings suggest that SVA is a useful heuristic for managers to utilize opportunities for innovation involving collaboration with customers.
机译：这项研究认识到，与客户合作进行新产品开发可能会给公司带来重要的财务收益，但同时可能会严重阻碍探索性学习。客户与许多公司联系，要求为其开发新产品。尽管此类请求可能会加强客户关系并带来短期的财务收益，但可能会迫使公司向技术上不理想的方向发展。结果，许多公司都在这样的困境中挣扎：一方面响应客户的要求，另一方面维护公司的长期竞争地位。具有牢固客户关系的公司尤其容易出现这种困境。利用机会识别文献，能力监控文献以及目标设定理论，作者开发了一个框架，认为战略价值评估（SVA）可以帮助解决这一问题。 SVA被定义为基于预期的长期战略利益，对特定创新协作的价值进行的先验业务评估。它可以帮助创新型公司专注于与具有领先用户身份的客户合作并建立紧密的关系，从而实现更有效的知识转移和学习。该框架使用从荷兰136家企业对企业的样本中收集的数据进行了测试。抽样框架是一个由中小型高科技企业组成的小组。该研究发现SVA对探索性学习具有积极的直接和间接影响。此外，调查结果表明，紧密的协作/学习关系受到客户领先用户状态的积极影响，而受到客户依赖性的影响则消极。研究结果表明，SVA是管理人员利用与客户合作创新机会的有益启发。

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