Customer Involvement and New Product Performance: The Mediating Role of Marketing and Technological Capabilities

摘要

While customer involvement contributes to new product performance,this study attempts to explain the exact role of customer involvement in NPD and the process through which it influences new product performance through a firm's enhancement of marketing and technological capabilities.Three primary research questions are addressed in this research.1.How does customer involvement contribute to new product performance of a firm? 2.Do customer involvement in information sharing(CIS)and customer involvement in coproduction(CIC)affect new product performance through the development of marketing and technological capabilities? 3.Do CIS and CIC have differential impacts on marketing and technological capabilities? The primary data for this research came from electronics companies in Taiwan.Senior managers were designated as the key informants,and a total of 101 usable questionnaires were obtained.Hypothesized model relationships were assessed using partial least square-structural equational modeling(PLS-SEM).