IDEAS home Printed from https://ideas.repec.org/a/aml/intbrm/v4y2013i3p63-74.html
   My bibliography  Save this article

Design Co-creation and Performance in New Product Development Process

Author

Listed:
  • Yen Hsu

    (Department of Industrial Design Tatung University Taipei, 104, Taiwan)

Abstract

Co-creation is a kind of marketing strategy or business strategy that stresses the generation and continuing realization of mutual firm-customer value. Product design, marketing, and Innovation ought to be closely coordinated in companies. Most researchers have indicated that highly effective connection among innovation R&D, marketing activities, and design pushes products in to the marketplace and guarantees their success. However, empirical studies from the Co- creations among design, marketing, and innovation strategies in New Product Development (NPD) performance are intermittent. Within this study, enterprises through the Taiwan Electrical and Electronic Manufacturers’ Association (TEEMA) database were chosen randomly as subjects. Inside the first survey, the status from the marketing strategy, innovation strategy, and design strategy was determined. Following a new product was marketed for one year, another survey was conducted for NPD performance check. After repeated contact, 285 enterprises (21.11%) responded. Major findings in the study are listed below: (1) The Structural Equation Model (SEM) results demonstrate a good fit involving the theoretical model and observed data for innovation, marketing, and design strategies; (2) The NPD performance is influenced by an enterprise’s innovation, marketing, and design strategies. Moreover, innovation and marketing strategies also influence NPD performance through design strategy. For NPD performance, design strategy is both a completely independent variable and an intervening variable; (3) The NPD performance could be reinforced when enterprises struggle for design, innovation, and marketing strategies.

Suggested Citation

  • Yen Hsu, 2013. "Design Co-creation and Performance in New Product Development Process," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 4(3), pages 63-74, September.
    • Handle: RePEc:aml:intbrm:v:4:y:2013:i:3:p:63-74
    as

    Download full text from publisher

    File URL: https://www.cscjournals.org/manuscript/Journals/IJBRM/Volume4/Issue3/IJBRM-145.pdf
    Download Restriction: no
    File URL: https://www.cscjournals.org/library/manuscriptinfo.php?mc=IJBRM-145
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hua, Zhongsheng & Zhang, Xuemei & Xu, Xiaoyan, 2011. "Product design strategies in a manufacturer-retailer distribution channel," Omega, Elsevier, vol. 39(1), pages 23-32, January.
    2. Subramanian, A. & Nilakanta, S., 1996. "Organizational innovativeness: Exploring the relationship between organizational determinants of innovation, types of innovations, and measures of organizational performance," Omega, Elsevier, vol. 24(6), pages 631-647, December.
    3. Lehrer, Mark & Ordanini, Andrea & DeFillippi, Robert & Miozzo, Marcela, 2012. "Challenging the orthodoxy of value co-creation theory: A contingent view of co-production in design-intensive business services," European Management Journal, Elsevier, vol. 30(6), pages 499-509.
    4. William E. Souder & Rudy K. Moenaert, 1992. "Integrating Marketing And R&D Project Personnel Within Innovation Projects: An Information Uncertainty Model," Journal of Management Studies, Wiley Blackwell, vol. 29(4), pages 485-512, July.
    5. Driva, H. & Pawar, K. S. & Menon, U., 2000. "Measuring product development performance in manufacturing organisations," International Journal of Production Economics, Elsevier, vol. 63(2), pages 147-159, January.
    6. Pawar, Kulwant S. & Driva, Helen, 1999. "Performance measurement for product design and development in a manufacturing environment," International Journal of Production Economics, Elsevier, vol. 60(1), pages 61-68, April.
    7. Olson, Eric M. & Cooper, Rachel & Slater, Stanley F., 1998. "Design strategy and competitive advantage," Business Horizons, Elsevier, vol. 41(2), pages 55-61.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Matteo Cristofaro & Pier Luigi Giardino & Luna Leoni, 2021. "Back to the Future: A Review and Editorial Agenda of the International Journal of Business Research and Management," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 12(1), pages 16-33, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yen Hsu, 2017. "Organizational Innovation, Design And Npd Performance: The Role Of Co-Creation Strategy," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(04), pages 1-19, May.
    2. Yen Hsu, 2012. "Linking Design, Marketing, and Innovation: Managing the Connection for Competitive Advantage," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 3(6), pages 333-346, December.
    3. Rosanna Spano & Fabrizia Sarto & Adele Caldarelli & Riccardo Vigano, 2016. "Innovation & Performance Measurement: An Adapted Balanced Scorecard," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(6), pages 194-194, May.
    4. Yeu-Shiang Huang & Li-Chen Liu & Jyh-Wen Ho, 2015. "Decisions on new product development under uncertainties," International Journal of Systems Science, Taylor & Francis Journals, vol. 46(6), pages 1010-1019, April.
    5. Honglei Lu & Xin Cao & Yen Hsu, 2022. "Product Innovation and Design Strategies for 5G Technology in China’s Home Appliance Companies," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    6. Vanderstraeten, Johanna & van Witteloostuijn, Arjen & Matthyssens, Paul, 2020. "Organizational sponsorship and service co-development: A contingency view on service co-development directiveness of business incubators," Technovation, Elsevier, vol. 98(C).
    7. Meinel, Martin & Eismann, Tobias T. & Baccarella, Christian V. & Fixson, Sebastian K. & Voigt, Kai-Ingo, 2020. "Does applying design thinking result in better new product concepts than a traditional innovation approach? An experimental comparison study," European Management Journal, Elsevier, vol. 38(4), pages 661-671.
    8. Martín-Rojas, Rodrigo & García-Morales, Victor J. & Garrido-Moreno, Aurora & Salmador-Sánchez, Maria Paz, 2021. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector," Journal of Business Research, Elsevier, vol. 129(C), pages 621-640.
    9. Beatrice d'Ippolito, 2014. "The importance of design for firms' competitiveness: a review of the literature," Working Papers hal-00936947, HAL.
    10. Wang, Chao & Lim, Ming K & Zhao, Longfeng & Tseng, Ming-Lang & Chien, Chen-Fu & Lev, Benjamin, 2020. "The evolution of Omega-The International Journal of Management Science over the past 40 years: A bibliometric overview," Omega, Elsevier, vol. 93(C).
    11. Yenipazarli, Arda, 2017. "To collaborate or not to collaborate: Prompting upstream eco-efficient innovation in a supply chain," European Journal of Operational Research, Elsevier, vol. 260(2), pages 571-587.
    12. Verworn, Birgit, 2009. "A structural equation model of the impact of the "fuzzy front end" on the success of new product development," Research Policy, Elsevier, vol. 38(10), pages 1571-1581, December.
    13. Jan Jöhnk & Malte Weißert & Katrin Wyrtki, 2021. "Ready or Not, AI Comes— An Interview Study of Organizational AI Readiness Factors," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 63(1), pages 5-20, February.
    14. Marchiori, Danilo Magno & Rodrigues, Ricardo Gouveia & Popadiuk, Silvio & Mainardes, Emerson Wagner, 2022. "The relationship between human capital, information technology capability, innovativeness and organizational performance: An integrated approach," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    15. Salimi, Negin & Rezaei, Jafar, 2018. "Evaluating firms’ R&D performance using best worst method," Evaluation and Program Planning, Elsevier, vol. 66(C), pages 147-155.
    16. Li, Keyao & Griffin, Mark A., 2023. "Unpacking human systems in data science innovations: Key innovator perspectives," Technovation, Elsevier, vol. 128(C).
    17. Cevahir Uzkurt & Halil Semih Kimzan & Cengiz Yılmaz, 2016. "A Case Study of the Mediating Role of Innovation on the Relationship Between Environmental Uncertainty, Market Orientation, and Firm Performance," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(06), pages 1-21, December.
    18. Osman Gök & Sinem Peker, 2017. "Understanding the links among innovation performance, market performance and financial performance," Review of Managerial Science, Springer, vol. 11(3), pages 605-631, July.
    19. Walker, Richard M. & Chen, Jiyao & Aravind, Deepa, 2015. "Management innovation and firm performance: An integration of research findings," European Management Journal, Elsevier, vol. 33(5), pages 407-422.
    20. Julia Naranjo-Valencia & Ricardo Vidal-Patiño & Gregorio Calderón-Hernández, 2019. "Characterization of Innovation Research Published in Latin American Journals Indexed in WoS," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(07), pages 1-38, November.

    More about this item

    Keywords

    Strategic Innovation; Co-creation; NPD Performance.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aml:intbrm:v:4:y:2013:i:3:p:63-74. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nabeel Tahir (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.