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Influence of market orientation on performance: the moderating roles of customer participation breadth and depth in new product development

机译:市场取向对绩效的影响:客户参与广度和深度在新产品开发中的努力作用

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With a greater number of B2B firms integrating customers into the new product development (NPD) process, how to utilize customer involvement in NPD is an important decision because it may be a double-edged sword carrying both bright and dark sides. Utilizing a sample of 193 B2B firms across various industries, we validate previous research that suggests market orientation positively influences NPD performance and subsequently examine how this relationship may either be enhanced or diminished contingent upon how customers are utilized in the NPD process. The results show that the market orientation-NPD performance relationship is enhanced by having customers participate in a greater number of activities throughout NPD (customer participation breadth) and diminished when customers are involved at deeper levels (customer participation depth). This research suggests that the exact involvement of customers is a critical decision and has clear implications for the dialogues about customer involvement and management of customer relationships.
机译:通过更多的B2B公司将客户集成到新产品开发(NPD)过程中,如何利用客户参与NPD是一个重要的决定,因为它可能是一种携带明亮和黑暗的侧面的双刃剑。利用跨各个行业的193家B2B公司的示例,我们验证了以前的研究,表明市场取向积极影响NPD性能,并随后研究如何在NPD过程中使用客户如何增强或减少。结果表明,由于客户参与更深层次的级别(客户参与深度),客户将在整个NPD(客户参与宽度)中的更多活动中加强了市场定向-NAPD绩效关系,并在涉及客户参与时减少(客户参与深度)。本研究表明,客户的确切参与是一项关键决定,并对对对话的对话产生了明显的影响,了解客户关系和管理客户关系。

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