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

Todd Morgan*, Sergey Alexander Anokhin, Joakim Wincent

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

5 Citations (Scopus)

Abstract

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.

Original languageEnglish
Peer-reviewed scientific journalIndustry and Innovation
Volume26
Issue number9
Pages (from-to)1103-1120
Number of pages18
ISSN1366-2716
DOIs
Publication statusPublished - 21.01.2019
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • Market orientation
  • customer participation
  • new product development
  • open innovation
  • co-creation

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