Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness

Publication: Research - peer-review › Journal article – Annual report year: 2003

External

Standard

Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness. / Salomo, Søren; Steinhoff, Fee; Trommsdorff, Volker.

In: International Journal of Technology Management, Vol. 26, No. 5-6, 2003, p. 442-463.

Publication: Research - peer-review › Journal article – Annual report year: 2003

Publication: Research - peer-review › Journal article – Annual report year: 2003

Bibtex

@article{1373be9c51cc406e993e6b8099e2496d,

title = "Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness",

publisher = "Inderscience Publishers",

author = "Søren Salomo and Fee Steinhoff and Volker Trommsdorff",

year = "2003",

volume = "26",

number = "5-6",

pages = "442--463",

journal = "International Journal of Technology Management",

issn = "0267-5730",

}

RIS

TY - JOUR

T1 - Customer orientation in innovation projects and new product development success - the moderating effect of product innovativeness

A1 - Salomo,Søren

A1 - Steinhoff,Fee

A1 - Trommsdorff,Volker

AU - Salomo,Søren

AU - Steinhoff,Fee

AU - Trommsdorff,Volker

PB - Inderscience Publishers

PY - 2003

Y1 - 2003

N2 - Market orientation and, specifically, customer orientation, have been intensively investigated with respect to corporate and new product development (NPD) performance at the corporate level of analysis. The objective of this research is to present a conceptual framework in order to clarify how customer orientation contributes to NPD project success - dependent on the degree of product innovativeness. Using data from over 100 product innovation projects in German industrial corporations, we tested our research hypotheses using regression analysis. Our results provide strong evidence that customer orientation in innovation projects has a positive influence on NPD success and that the impact increases with the degree of product innovativeness.

AB - Market orientation and, specifically, customer orientation, have been intensively investigated with respect to corporate and new product development (NPD) performance at the corporate level of analysis. The objective of this research is to present a conceptual framework in order to clarify how customer orientation contributes to NPD project success - dependent on the degree of product innovativeness. Using data from over 100 product innovation projects in German industrial corporations, we tested our research hypotheses using regression analysis. Our results provide strong evidence that customer orientation in innovation projects has a positive influence on NPD success and that the impact increases with the degree of product innovativeness.

U2 - 10.1504/IJTM.2003.003417

DO - 10.1504/IJTM.2003.003417

JO - International Journal of Technology Management

JF - International Journal of Technology Management

SN - 0267-5730

IS - 5-6

VL - 26

SP - 442

EP - 463

ER -