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| Author: | Campbell, A. Cooper, R. |
| Title: | Do customer partnerships improve new product success rates? |
| Journal: | Industrial Marketing Management
1999 : SEP, VOL. 28:5, p. 507-519 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT CUSTOMERS |
| Language: | eng |
| Abstract: | This empirical study investigates the impact of customer partnering in new product development by comparing the performance of new products undertaken in partnerships versus those developed in-house. The results demonstrate that overall, partnership projects were no more successful than in-house projects. This surprising result was true regardless of the performance metric used. Not all new product development is improved by close cooperation with customer. |
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