Selecting influential business-to-business customers in new product development: Relational embeddedness and knowledge heterogeneity considerations

Joseph M. Bonner, Orville C. Walker

Research output: Contribution to journalArticle

175 Scopus citations

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 languageEnglish (US)
Pages (from-to)155-169
Number of pages15
JournalJournal of Product Innovation Management
Volume21
Issue number3
DOIs
StatePublished - May 1 2004

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