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Market Feedback and Team Commitment in Radical Product Innovation Process

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  • Berchicci, L.
  • Tucci, C.L.

Abstract

Previous research has considered how exploratory market learning processes moderate market and technological uncertainty in radical product development. Scholars argue that new product development (NPD) teams may increase the chances of success of radically new projects by acquiring, assimilating and implementing new information from market feedback. However, research has not tackled how information is assimilated by the NPD team and to what extent the process of information implementation occurs. In this article, we begin to fill the need for such research by investigating the interaction between internal team values (beliefs and possibly ideology) and external market feedback / information in radical projects. Via the lens of a 2-year longitudinal participant-observation study, we suggest that information assimilation is not automatic, but rather influenced in interesting ways by internal team values. The findings imply that shared team values act as a selective assimilation mechanism determining whether a development team will act on user feedback. Furthermore, the type of information (e.g., functional vs. conceptual feedback) processed by the development team acts as a moderating factor on the relationship between the team values and information processing.

Suggested Citation

  • Berchicci, L. & Tucci, C.L., 2008. "Market Feedback and Team Commitment in Radical Product Innovation Process," ERIM Report Series Research in Management ERS-2008-069-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:13765
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    market feedback; market learning; new product development; radical products; team values; technological uncertainty;
    All these keywords.

    JEL classification:

    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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