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Customer involvement in new product development in B2B: The role of sales
Akershus Univ Hosp, Sykehusveien 25, N-1478 Lorenskog, Norway.;BI Norwegian Business Sch, Nydalsveien 37, N-0484 Oslo, Norway..
Loccioni Grp, Via Fiume 16, I-60030 Ancona, Italy..
Uppsala University, Disciplinary Domain of Science and Technology, Technology, Department of Engineering Sciences, Industrial Engineering & Management. Univ Politecn Marche, Ple Martelli 8, I-60121 Ancona, Italy..
USI, Via G Buffi 13, CH-6904 Lugano, Switzerland..
2016 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 58, 45-57 p.Article in journal, Meeting abstract (Refereed) Published
Abstract [en]

Developing new products, and customer involvement in the process, have been frequent topics in the management literature. Focusing on the benefits and risks of customer involvement, prior research mostly black boxed the process through which customers are involved. Little has been reported on the activities and timing related to customer involvement in new product development (NPD), and the literature provides limited guidance for how to orchestrate customers' involvement. Building on a longitudinal case study of the development of a new product over five years, we offer a comprehensive model of customer involvement in the NPD process, and elaborate on the role of sales in customer involvement. The contribution of this paper is threefold: first, we develop the concept of customer involvement as a pattern of interactions at the interface of the customer and supplier organizations. Second, we posit that NPD in a B2B context is an iterative process consisting of various parallel sub-processes. Third, we demonstrate that in a B2B context, sales function plays a central part in interfacing the supplier and customer organizations. Based on our findings we identify organizational capabilities critical for developing an effective customer-supplier interface.

Place, publisher, year, edition, pages
2016. Vol. 58, 45-57 p.
Keyword [en]
Sales, Innovation, New product development, KAM, Interaction, Boundary function
National Category
Economics and Business Engineering and Technology
URN: urn:nbn:se:uu:diva-303252DOI: 10.1016/j.indmarman.2016.05.014ISI: 000381955400006OAI: oai:DiVA.org:uu-303252DiVA: diva2:971505
IMP Conference, 2015, Univ So Denmark, Kolding, DENMARK
Available from: 2016-09-16 Created: 2016-09-15 Last updated: 2016-09-19Bibliographically approved

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Perna, Andrea
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