Customer Participation and the New Product Development Performance: Moderating Effects

• Main Authors: Yen-Ting Lin, 林彥廷
• Other Authors: Fang-Mei Tseng
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/48555917512333748145

碩士 === 元智大學 === 經營管理碩士班(國際企業學程) === 103 === In order to increase the new product development performance in the competitive business environment, firms start to cooperate with external organizations such as suppliers, customers, universities and government. Lots of research have examined the customer involvement in the new product development. Some research are showed that it has positive affect to new product development performance. The other research are showed that it has negative affect. That means it has some moderators and some moderated moderators may affect the new product development performance after customer involve in the new product development. This study investigate some moderators and moderated moderators, and use qualitative and quantitative research methods to exam them. We focus on manufacturing in Taiwan. The research finding is that when customer participate as an information source or codeveloper, it will increase the new product development performance. When customer participate in new product development as an information source, uncertainty of customer demand market is decreased the new product development performance. On the other hand, in the high partnership, when the customer high participate in the high partner match of new product development as an information, it will increase the new product development performance.