Abstract
An analysis of how the most influential business-to-business (B2B) customers involved in providing input to a new product development (NPD) project influence new product advantage. These customers provided NPD projects with a diversity of perspectives, competencies and experiences that fostered significant product innovations. A high degree of knowledge homogeneity tended to enhance new product performance. New product development managers face a difficult challenge in deciding which customers to involve in projects while being under the tremendous pressure to release products faster with higher quality and more differentiation.
Original language | English (US) |
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Pages (from-to) | 155-169 |
Number of pages | 15 |
Journal | Journal of Product Innovation Management |
Volume | 21 |
Issue number | 3 |
DOIs | |
State | Published - May 2004 |