The Performance Impact of Intensity of Customer Interactions, Market Knowledge Competence-Based on Digital Content Industry

• Main Authors: SEE-CHIEN HOU, 傅世金
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/06559173332656129053

碩士 === 國立中正大學 === 行銷管理研究所 === 93 === In recent years, both academic and practitioner have increasing their interest in new product development and in the way which companies interact with their customers. In research areas, there is a limited attention has been given to customer interaction in the new product development process as a means to increase new product success. A lot of practitioners are beginning to find a way to interact with their customers during new product improvement as a means to improve new product success. Some companies report on the success of interaction with their customers.For example, Boeing interacted closely with its customer (the airlines company)during the development process for its new Boeing 777 airplane(Condict 1994).Symbian(a British Software company) that licences an open operating system(OS) for third generation(3G) mobile information and communication services in hybrid mobile divices have an interaction with its customer, such as Nokia, Sony-Ericsson, Motorola, Siemens during new product development(Fabio 2003). Companies should generated market knowledge about either customers or competitiors to enhance its new product success during new product development. Rothwell (1974) led to the following conclusion: “User needs must be precisely determined and met, and it is important that these needs are monitored throughout the course of the innovation since they very ralely remain completely static. Many successful firms achieve this deep and imaginative understading of user needs through interaction with a representative sample of potential customers throughout the development”. Li & Calantone (1998) shows that each of the three processes of market knowledge competence (customer knowledge process, marketing-R&D interface and competitor knowledge process)exerts a positive influence on new product advantage. The results also reveal a positive association between new product advantage and new product performance. The article reports on research assessing the performace impact of (1) the intensity of customer interaction in new product development process and (2) the positive impact of market knowledge competence on new product performance. The research is based on statistical analyses (Structural Equation Modeling), and test the conceptual model using data collected (131 of 500) from the digital content industry of Taiwan. This research centers on the relationship between the impact of intensity of customer interaction during new product development and the impact of market knowledge compertenc on new product performance. The relationships appear to be positive with each component of market knowledge competence having a significant impact. Results also indicate that customer interaction during certain stages (idea generation) and forth stages (prototype testing) of the new product development process have a positive impact on new product success.