Customer characteristics, intangible relationship value and new product success
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IESEG School of Management
Abstract
Customers can contribute to the success of new product development based on their characteristics such as their potential attractiveness as a customer and intangibles such as their willingness to adopt new products and supplier business relationship. This paper reports a study that examines to what extent the intangible relationship value and customers’ characteristics influence the eventual success of new product development. The results indicate that some customer characteristics and the human dimensions of the relationship with the seller better predict NPD success. The findings of this study show managers the types of customer characteristics that need be better understood and which intangible aspects of the business relationship are better to focus on.Description
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IMP Asia Conference, Bali, Indonesia, 2014-12-07 to 2014-12-10, published in: Formal and Informal Relationhsips in Networks
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NOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).