企业-顾客在线互动对新产品开发绩效影响机制的多案例研究
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摘要
基于知识共创视角,采用扎根理论方法,通过对4个典型新产品开发项目的案例内分析与案例间分析,探索企业-顾客在线互动对新产品开发绩效的影响机制,构建相应的理论框架并提出12个理论命题。研究结果表明:企业-顾客在线互动和知识共创各维度均与新产品开发绩效正相关;企业-顾客在线互动各维度与内向型知识共创和外向型知识共创均正相关;顾客专业能力越强,企业-顾客在线互动对外向型知识共创的正向影响越显著。
This paper explores the influence mechanism of enterprise-customer online interaction on new product development performance through case analysis of 4 companies' typical new product development projects from the theoretical perspective of knowledge co-creation, with the method of grounded theory encoding method, then puts forward 12 theoretical propositions, and constructs a theory framework of new product development performance on enterprise-customer online interaction. The results show that: the dimensions of enterprise-customer online interaction and knowledge co-creation have significant positive effects on new product development performance;the dimensions of enterprise-customer online interaction have significant positive impacts on both introversion and extroversion knowledge co-creation;and the stronger the customers' professional ability, the more significant effects of enterprise-customer online interaction on the extroversion knowledge co-creation.
This paper explores the influence mechanism of enterprise-customer online interaction on new product development performance through case analysis of 4 companies' typical new product development projects from the theoretical perspective of knowledge co-creation, with the method of grounded theory encoding method, then puts forward 12 theoretical propositions, and constructs a theory framework of new product development performance on enterprise-customer online interaction. The results show that: the dimensions of enterprise-customer online interaction and knowledge co-creation have significant positive effects on new product development performance;the dimensions of enterprise-customer online interaction have significant positive impacts on both introversion and extroversion knowledge co-creation;and the stronger the customers' professional ability, the more significant effects of enterprise-customer online interaction on the extroversion knowledge co-creation.
引文
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[2]MAHR D, LIEVENS A, BLAZEVIC V. The value of customer cocreated knowledge during the innovation process[J].Journal of Product Innovation Management, 2014,31(3):599-615.
[3]MATTHING J, SANDEN B, EDVARDSSON B. New service development: learning from and with customers [J].International Journal of Service Industry Management, 2004,15(5):479-498.
[4]GRUNER K E, HOMBURG C. Does customer interaction enhance new product success[J].Journal of Business Research, 2000,49(1):1-14.
[5]ALAM I. An exploratory investigation of user involvement in new service development[J].Journal of the Academy of Marketing Science, 2002,30(3):250-261.
[6]LAGROSEN S. Customer involvement in new product development: a relationship marketing perspective[J].European Journal of Innovation Management, 2005,8(4):424-436.
[7]GEMSER G, PERKS H.Co-creation with customers: an evolving innovation research field[J]. Journal of Product Innovation Management, 2015,32(5):660-665.
[8]BONNER J M. Customer interactivity and new product performance: moderating effects of product newness and product embeddedness[J].Industrial Marketing Management, 2010,39:485-492.
[9]姚山季, 王永贵.顾客参与新产品开发的绩效影响:产品创新类型的调节效应[J].商业经济与管理, 2011, 235(5): 89-96.
[10]王琳.KIBS企业-顾客互动对服务创新绩效的作用机制研究[D].杭州:浙江大学, 2012.
[11]卢俊义,王永贵.顾客参与服务创新与创新绩效的关系研究:基于顾客知识转移视角的理论综述与模型构建[J].管理学报, 2011,8(10): 1566-1674.
[12]汪涛,郭锐.顾客参与对新产品开发作用机理研究[J].科学学研究,2010,28(9): 1383-1412.
[13]NAMBISAN S. Designing virtual customer environments for new product development: toward a theory[J].Academy of Management Review, 2002,27(3):392-413.
[14]NAMBISAN S, BARON R.Virtual customer environments: testing a model of voluntary participation in value co-creation activities[J].Journal of Product Innovation Management, 2009,26(4):388-406.
[15]NAMBISAN S. Virtual customer environments:IT-enabled customer co-innovation and value co-creation[M]//NAMBISAN S.Information technology and product development.1st ed.NewYork: Springer Publication, 2010:109-127.
[16]FULLER J, BARTL M, ERNST H, et al.Community based innovation: how to integrate members of virtual communities into new product development[J].Electronic Commerce Research, 2006,6(1):57-73.
[17]FULLER J, MATZLER K, HOPPEM.Brand community members as a source of innovation[J].Journal of Product Innovation Management, 2008,25:608-619.
[18]CHAN H C. Linkage community based innovation and speed to market: the mediating role of new product development process[J].The International Journal of Organizational Innovation, 2010, 2(4):49-60.
[19]FRANZ R, WOLKINGER T. Customer integration with virtual communities[C]//IEEE. Proceedings of the 36th Hawaii International Conference on System Sciences.Hawaii:Mendeley Publication, 2003:56-80.
[20]FULLER J, MATZLE K. Virtual product experience and customer participation: a chance for customer-centered, really new products[J].Technovation, 2007, 27(6/7):378-387.
[21]ROWLEY J, TEAHAN B, LEEMING E.Customer community and co-creation: a case study[J].Marketing Intelligence & Planning, 2007,25(2):136-146.
[22]LAMBERTI L,NOCI G.Online experience as a lever of customer involvement in NPD: an exploratory analysis and a research agenda[J].EuroMed Journal of Business,2009,4(1):69-87.
[23]EISENHARDT K M. Building theories from case study research[J].Academy of Management Review, 1989,14(4):532-550.
[24]YIN R K. Case study research: design and methods [M].4th ed. Thousand Oaks: SAGE Publications, Incorporated, 2003.
[25]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京:北京大学出版社,2008.
[26]MILES M B, HUBERMAN A M. Qualitative data analysis[M].London: Sage Publication, 1994:228-245.
[27]LUNDKVIST A, YAKHLEF A. Customer involvement in new service development: a conversational approach[J].Managing Service Quality, 2004,14:249-257.
[28]KOHLER C F, ROHM A J, DE RUYTER K,etal.Return on interactivity: the impact of online agents on new-comer adjustment[J].Journal of Marketing, 2011,75(2):93-108.
[29]MOHAGHAR A, JAFARNEJAD A, MOOD M M, et al. A framework to evaluate customer knowledge co-creation capacity for new product development[J].African Journal of Business Management, 2012,6(21): 6401-6414.
[30]CHESBROUGH H W.Open innovation: a new paradigm for understanding industrial innovation[M]. Boston:Oxford University Press, 2006.
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