A growing body of literature notes that the new product development (NPD) process in technology-based, industrial settings is increasingly characterized by close and frequent interactions between sellers and buyers throughout the process (Fang 2008). Such relationships provide strategic benefits for both sellers and buyers of technology^based innovations (Bonnin, Segard, and Vialle 2005). For example, Fang, Palmatier, and Evans (2008) note that co-developing products with knowledgeable buyers alerts sellers to desirable product characteristics and potential market opportunities; buyers benefit by gaining access to new technologies ahead of competitors (Udwadia and Kumar 1991) and by being able to influence performance attributes (von Hippel 2001).
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