IDEAS home Printed from https://ideas.repec.org/a/spr/intemj/v15y2019i1d10.1007_s11365-018-0549-9.html
   My bibliography  Save this article

The role of customer participation in building new product development speed capabilities in turbulent environments

Author

Listed:
  • Todd Morgan

    (Western Michigan University)

  • Sergey Alexander Anokhin

    (St. Cloud State University
    National Research Tomsk Polytechnic University)

  • Chanho Song

    (California State University San Bernardino)

  • Natalia Chistyakova

    (National Research Tomsk Polytechnic University)

Abstract

In a sample of 204 SMEs, this study investigates how customer co-creation impacts firms’ ability to increase new product development (NPD) speed. The results show firms that collaborate with customers in the NPD process at greater levels are able to increase NPD speed capabilities and commercialize products at a faster rate. In addition, environmental turbulence is investigated as to how it may impact the relationship between customer participation and NPD speed. The results show that customer participation in NPD allows firms to better manage turbulent environments by enhancing the speed at which new products are brought to market. Finally, the results show that NPD speed mediates the relationship between customer participation and the performance of new products, thus highlighting the importance of developing new products faster. The principle contribution of the study is the examination of an additional moderating factor in regard to customer participation and NPD speed. The second contribution of this research is that while previous studies have examined the individual impacts of customer participation on NPD speed and NPD speed on NPD performance, this research statistically demonstrates the mediating process among the three constructs.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:intemj:v:15:y:2019:i:1:d:10.1007_s11365-018-0549-9
    DOI: 10.1007/s11365-018-0549-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11365-018-0549-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11365-018-0549-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Raju, P.S. & Lonial, Subhash C. & Crum, Michael D., 2011. "Market orientation in the context of SMEs: A conceptual framework," Journal of Business Research, Elsevier, vol. 64(12), pages 1320-1326.
    3. Stanley Slater & Eric Olson & Carol Finnegan, 2011. "Business strategy, marketing organization culture, and performance," Marketing Letters, Springer, vol. 22(3), pages 227-242, September.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. Lan Luo & P. K. Kannan & Brian T. Ratchford, 2007. "New Product Development Under Channel Acceptance," Marketing Science, INFORMS, vol. 26(2), pages 149-163, 03-04.
    6. Kwaku Atuahene-Gima & Anthony Ko, 2001. "An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation," Organization Science, INFORMS, vol. 12(1), pages 54-74, February.
    7. Shibin Sheng & Kevin Zheng Zhou & L. Lessassy, 2013. "NPD speed vs. innovativeness: The contingent impact of institutional and market environments," Post-Print halshs-00862665, HAL.
    8. Murray R. Millson & David Wilemon, 2010. "The Impact Of Changing Markets And Competition On The Npd Speed/Market Success Relationship," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 14(05), pages 841-870.
    9. Lin, Ming-Ji James & Tu, Yu-Cheng & Chen, Der-Chao & Huang, Chin-Hua, 2013. "Customer participation and new product development outcomes: The moderating role of product innovativeness," Journal of Management & Organization, Cambridge University Press, vol. 19(3), pages 314-337, May.
    10. Morgan, Todd & Obal, Michael & Anokhin, Sergey, 2018. "Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies," Research Policy, Elsevier, vol. 47(2), pages 498-510.
    11. Wang, Guangping & Dou, Wenyu & Zhu, Weichun & Zhou, Nan, 2015. "The effects of firm capabilities on external collaboration and performance: The moderating role of market turbulence," Journal of Business Research, Elsevier, vol. 68(9), pages 1928-1936.
    12. Sheng, Shibin & Zhou, Kevin Zheng & Lessassy, Leopold, 2013. "NPD speed vs. innovativeness: The contingent impact of institutional and market environments," Journal of Business Research, Elsevier, vol. 66(11), pages 2355-2362.
    13. Ngo, Liem Viet & O'Cass, Aron, 2013. "Innovation and business success: The mediating role of customer participation," Journal of Business Research, Elsevier, vol. 66(8), pages 1134-1142.
    14. Shan, Peng & Song, Michael & Ju, Xiaofeng, 2016. "Entrepreneurial orientation and performance: Is innovation speed a missing link?," Journal of Business Research, Elsevier, vol. 69(2), pages 683-690.
    15. Kyriakos Kyriakopoulos & Ko De Ruyter, 2004. "Knowledge Stocks and Information Flows in New Product Development," Journal of Management Studies, Wiley Blackwell, vol. 41(8), pages 1469-1498, December.
    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. Kindermann, Bastian & Schmidt, Corinna Vera Hedwig & Burger, Oliver & Flatten, Tessa Christina, 2022. "Why teams matter in customer involvement – The moderating effects of team social cohesion and team autonomy," Journal of Business Research, Elsevier, vol. 146(C), pages 70-83.
    2. Lyu, Chongchong & Zhang, Feng & Ji, Jing & Teo, Thompson S.H. & Wang, Ting & Liu, Zifan, 2022. "Competitive intensity and new product development outcomes: The roles of knowledge integration and organizational unlearning," Journal of Business Research, Elsevier, vol. 139(C), pages 121-133.
    3. Guangying Xie & Shengyan Wu & Zhengjiang Song, 2022. "Focus on Innovation or Focus on Sales? The Influences of the Government of China’s Demand-Side Reform during COVID-19 and Their Sustainability Consequences in the Consumer Products Industry," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    4. Morgan, Todd & Anokhin, Sergey Alexander & Wincent, Joakim, 2019. "New service development by manufacturing firms: Effects of customer participation under environmental contingencies," Journal of Business Research, Elsevier, vol. 104(C), pages 497-505.

    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. Morgan, Todd & Anokhin, Sergey Alexander, 2020. "The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies," Journal of Business Research, Elsevier, vol. 113(C), pages 129-138.
    2. Zhu, Xiaoxuan & Xiao, Zhenxin & Dong, Maggie Chuoyan & Gu, Jibao, 2019. "The fit between firms’ open innovation and business model for new product development speed: A contingent perspective," Technovation, Elsevier, vol. 86, pages 75-85.
    3. Ferreras-Méndez, José Luis & Olmos-Peñuela, Julia & Salas-Vallina, Andrés & Alegre, Joaquín, 2021. "Entrepreneurial orientation and new product development performance in SMEs: The mediating role of business model innovation," Technovation, Elsevier, vol. 108(C).
    4. Simone A. Schweiger & Tatiana R. Stettler & Artur Baldauf & César Zamudio, 2019. "The complementarity of strategic orientations: A meta‐analytic synthesis and theory extension," Strategic Management Journal, Wiley Blackwell, vol. 40(11), pages 1822-1851, November.
    5. Zhang, Man & Hartley, Janet L., 2018. "Guanxi, IT systems, and innovation capability: The moderating role of proactiveness," Journal of Business Research, Elsevier, vol. 90(C), pages 75-86.
    6. Wang, Liwen & Jin, Jason Lu & Zhou, Kevin Zheng & Li, Caroline Bingxin & Yin, Eden, 2020. "Does customer participation hurt new product development performance? Customer role, product newness, and conflict," Journal of Business Research, Elsevier, vol. 109(C), pages 246-259.
    7. Lyu, Chongchong & Zhang, Feng & Ji, Jing & Teo, Thompson S.H. & Wang, Ting & Liu, Zifan, 2022. "Competitive intensity and new product development outcomes: The roles of knowledge integration and organizational unlearning," Journal of Business Research, Elsevier, vol. 139(C), pages 121-133.
    8. Morgan, Todd & Anokhin, Sergey Alexander & Wincent, Joakim, 2019. "New service development by manufacturing firms: Effects of customer participation under environmental contingencies," Journal of Business Research, Elsevier, vol. 104(C), pages 497-505.
    9. Sebastian Kruse & David Bendig & Malte Brettel, 2023. "How Does CEO Decision Style Influence Firm Performance? The Mediating Role of Speed and Innovativeness in New Product Development," Journal of Management Studies, Wiley Blackwell, vol. 60(5), pages 1205-1235, July.
    10. Morgan, Todd & Obal, Michael & Anokhin, Sergey, 2018. "Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies," Research Policy, Elsevier, vol. 47(2), pages 498-510.
    11. Theoharakis, Vasilis & Hooley, Graham, 2008. "Customer orientation and innovativeness: Differing roles in New and Old Europe," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 69-79.
    12. Wu, Liang & Liu, Heng & Zhang, Jianqi, 2017. "Bricolage effects on new-product development speed and creativity: The moderating role of technological turbulence," Journal of Business Research, Elsevier, vol. 70(C), pages 127-135.
    13. Wu, Liang & Liu, Heng & Su, Kun, 2020. "Exploring the dual effect of effectuation on new product development speed and quality," Journal of Business Research, Elsevier, vol. 106(C), pages 82-93.
    14. Ardito, Lorenzo & Raby, Simon & Albino, Vito & Bertoldi, Bernardo, 2021. "The duality of digital and environmental orientations in the context of SMEs: Implications for innovation performance," Journal of Business Research, Elsevier, vol. 123(C), pages 44-56.
    15. Yen-Chun Chen & Ya-Hui Lin & Hsien-Tung Tsai, 2020. "Toward Greater Understanding of the Relationship Between Entrepreneurial Orientation and International Performance," Management International Review, Springer, vol. 60(2), pages 211-245, April.
    16. Strobl, Andreas & Bauer, Florian & Degischer, Daniel, 2022. "Contextualizing deliberate learning from acquisitions: The role of organizational and target contexts," Journal of Business Research, Elsevier, vol. 139(C), pages 194-207.
    17. Gang Wang & Linwei Li & Gang Ma, 2019. "Entrepreneurial Business Tie and Product Innovation: A Moderated Mediation Model," Sustainability, MDPI, vol. 11(23), pages 1-18, November.
    18. Christofi, Michael & Zahoor, Nadia & Hadjielias, Elias & Adomako, Samuel, 2024. "Business model innovation and international performance of emerging market international businesses," Journal of International Management, Elsevier, vol. 30(1).
    19. Omar Merlo & Seigyoung Auh, 2009. "The effects of entrepreneurial orientation, market orientation, and marketing subunit influence on firm performance," Marketing Letters, Springer, vol. 20(3), pages 295-311, September.
    20. Gianluca Vagnani & Michele Simoni, 2016. "Technological uncertainty, market orientation and firms? economic performance," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 143-167.

    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:spr:intemj:v:15:y:2019:i:1:d:10.1007_s11365-018-0549-9. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.