haku: @author Stumpa, R. L. / yhteensä: 1
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| Tekijä: | Stumpa, R. L. Athaide, G. A. Joshi, A. W. |
| Otsikko: | Managing seller-buyer new product development relationships for customized products: a contingency model based on transaction cost analysis and empirical test |
| Lehti: | Journal of Product Innovation Management
2002 : NOV, VOL. 19:6, p. 439-454 |
| Asiasana: | NEW PRODUCTS PRODUCT DEVELOPMENT MODELS TRANSACTION COSTS EMPIRICAL RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Sellers often customize their product offerings in order to increase the value offered to individual buyers and gain a competitive advantage over the seller's competitors. However, such customization has a downside it usually requires considerable seller-buyer interactions aimed at matching the seller's technological capabilities with the buyer's needs, which can pose exchange risks such as the safeguarding and adaptation problems noted in the transaction cost analysis literature. In the present study, the authors develop a contingency model to investigate the impact of product customization on sellers' perceived relationship satisfaction and subsequent expectations of relationship continuity. |
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