| 顾客参与新产品开发中顾客角色探究 |
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| 引用本文： | 潘佳,刘益,李瑶.顾客参与新产品开发中顾客角色探究[J].科技管理研究,2014(24). |
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| 作者姓名： | 潘佳 刘益 李瑶 |
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| 作者单位： | 1. 西安交通大学管理学院,陕西西安,710049
2. 上海交通大学安泰经济与管理学院,上海,200052 |
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| 基金项目： | 国家自然科学基金项目“离岸KPO客户服务质量治理机制研究”(71172128)；国家自然科学基金项目“企业研发网络优化、技术创新能力演进及其相互促动机制的研究” |
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| 摘 要： | 引入顾客在新产品开发中作为资源、共同创造者、用户的三种角色,探明不同的项目复杂性和产品创新性下,顾客的三种角色对新产品绩效的影响会有怎样的不同;同时,探索企业如何通过企业关系治理机制促使顾客角色得到有效发挥。发现,(1)双边专项投资、关系规范都能促进顾客角色的发挥;(2)产品创新性能加强顾客作为资源、用户对新产品绩效的作用,而削弱顾客作为共同创造者对新产品绩效的作用;(3)项目复杂性能加强顾客作为资源、共同创造者对新产品绩效的作用。
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| 关 键 词： | 新产品开发 顾客参与 经济机制 关系机制 项目特征 |
| 收稿时间： | 2014/3/24 0:00:00 |
| 修稿时间： | 2014/5/27 0:00:00 |
Customer Roles in Customer Participation in New Product Development |
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| PAN Jia,LIU Yi,LI Yao.Customer Roles in Customer Participation in New Product Development[J].Science and Technology Management Research,2014(24). |
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| Authors: | PAN Jia LIU Yi LI Yao |
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| Abstract: | Driven by external environment and internal demand, more and more firms involve customers in their new product development. Although scholars recognized the importance of customer participation in new product development, there is still no research combining customer roles with the antecedents and outcomes of customer participation. This study focuses on customer role as resource, co-creator and user in participation in new product development. It investigates the relationship between customer roles and new product performance under different product innovativeness and project complexity, and it also examines how to implement customer roles through organizational relationship governance mechanism. Our results show that: (1) Transaction-specific investment and relational norms both facilitate the implementation of customer roles. (2) Product innovativeness strengthens the effect of the customer role as resource and user on new product performance. It weakens the effect of customer role as co-creator. (3) Project complexity strengthens the effect of the customer role as resource and co-creator on new product performance. |
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| Keywords: | new product development customer participation economic mechanism relational mechanism project at-tributes |
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