New product development process is broadly described in the literature, however few analyses refer to the outsourcing organizations. The authors propose a cooperative approach to Contractual New Product Introduction (CNPI) with the customer playing a central role in the decision-making. Based on...

In many instances, customers are seen as one of the key resources for new product development (NPD), as they often have deep product knowledge as well as experience and creativity potential gained by regular product usage. From knowledge management perspective, customers’ input to NPD is...

Crowdsourcing communities' participation revolves around customers throughout all steps of creating ideas and product value. Firms across manufacturing industries and suppliers have started to interact with customers/users to understand their knowledge, creative ideas and influence. However,...

More and more companies are actively involving their customers in the new product development (NPD) process. However, there is little consensus regarding the contribution of customer involvement to new product outcomes. A better understanding of this contribution can shed light on whether and...

As social influence plays a key role in the diffusion of new product, a customer's value goes beyond her own product purchase. Building on the two-segment Influential-Imitator asymmetric influence model by Van den Bulte and Joshi (2007), our model posits that a customer's value (CV) comes...

The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors....