Enhancing NPD operational performance through B2B and B2C customer involvement for varying degrees of product technology

D. C. Wimalachandra, B. Frank, T. Enkawa

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The present article addresses how different types of B2B customer involvement motives and B2C customer involvement motives affect different dimensions of new product development (NPD) operational performance in the B2B context. This study also explores the moderating effects of high vs. low product technology on the relationships between different types of customer involvement motives and different dimensions of NPD operational performance. Based on data collected from the textile and apparel industry in 10 countries, the current study illustrates that B2C customer involvement has a greater impact than B2B customer involvement on time-to-market. Nevertheless, B2B customer involvement plays an important role as it contributes more to quality than does B2C customer involvement. In addition, the study explains the different strategies that should be adopted in B2B and B2C customer involvement when high vs. low product technology is present.

Original languageEnglish
Title of host publicationIEEE International Conference on Industrial Engineering and Engineering Management
PublisherIEEE Computer Society
Pages714-718
Number of pages5
ISBN (Electronic)9781479909865
DOIs
Publication statusPublished - 2014 Nov 18
Externally publishedYes
Event2013 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2013 - Bangkok, Thailand
Duration: 2013 Dec 102013 Dec 13

Publication series

NameIEEE International Conference on Industrial Engineering and Engineering Management
ISSN (Print)2157-3611
ISSN (Electronic)2157-362X

Conference

Conference2013 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2013
CountryThailand
CityBangkok
Period13/12/1013/12/13

Keywords

  • B2B customer involvement
  • B2C customer involvement
  • NPD operational performance
  • high vs. low product technology

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Industrial and Manufacturing Engineering
  • Safety, Risk, Reliability and Quality

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