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| Author: | Bonner, J.M. Walker, O.C. Jr. |
| Title: | Selecting influential business-to-business customers in new product development: Relational embeddedness and knowledge heterogeneity considerations |
| Journal: | Journal of Product Innovation Management
2004 : MAY, VOL. 21:3, p. 155-169 |
| Index terms: | Product development New products Innovation Customers |
| Language: | eng |
| Abstract: | This study examines how the most influential business-to-business (B2B) customers, both existing and potential, involved in providing input to a new product development (NPD) project influence new product advantage. Empirical findings from a sample of 137 NPD projects support the contingency view. For projects seeking to develop incremental products, where the product being developed is an extension or an enhancement to an existing product, new product advantage tended to be higher in projects using embedded or homogeneous customers. The study contributes to the literature by empirically testing relational and innovation theories in NPD projects and by providing evidence. |
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