الگوی ارتقای موفقیت توسعه محصول جدید براساس قابلیت مشارکت مشتری، جذب دانش مشتری و شکاف منابع (مطالعه موردی: شرکت‌های دانش‌بنیان شهرستان رشت)
الموضوعات :سیده صدف وشکائی نژاد 1 , مصطفی ابراهیم پور ازبری 2 , محمد دوستار 3
1 - دانشگاه گیلان
2 - ادبیات و علوم انسانی
3 - دانشگاه گیلان
الکلمات المفتاحية: قابلیت مشارکت مشتری موفقیت توسعه محصول جذب دانش شکاف منابع,
ملخص المقالة :
امروزه به علت تغییرات سریع خواسته‌ها و نیازهای مشتریان و همچنین رقابتي‌شدن بازار، نياز به توسعه محصولات، رشد چشم‌گيري پيدا كرده است. موفقیت در توسعه محصول جديد نيازمند به درك عميق مشتريان است و اين امر مستلزم اثر متقابل و فعال با آن‌ها است. توسعه محصول جديد يك راه براي گوش‌دادن به آنچه كه مشتريان مي‌خواهند و پاسخگويي به نيازهاي آن‌ها است. ایجاد قابلیت مشاركت مشتري سبب بروز ایده‌هایی نوآورانه و کاربردی‌شده و شرایط رقابتی شرکت‌ها را بهبود می‌بخشد. از این‌رو هدف این مقاله بررسی تأثیر قابلیت مشارکت مشتریان بر موفقیت توسعه محصولات جدید بوده و با در نظر گرفتن جذب دانش مشتری به‌عنوان متغیر میانجی و نقش تعدیل‌گر شکاف منابع شرکت به توسعه مطالعات گذشته پرداخته شده است. این مقاله از نظر هدف،کاربردی و از لحاظ روش، توصیفی است. ابزار گردآوری داده‌ها، پرسشنامه است و 30 شرکت دانش‌بنیان شهرستان رشت در این پژوهش مشارکت داشته‌اند. برای آزمودن فرضیه‌ها از رویکرد مدل‌سازی معادلات ساختاری استفاده شده است. یافته‌های پژوهش نشان می‌دهد، قابلیت مشارکت مشتری به‌طور مستقیم و غیرمستقیم از طریق جذب دانش مشتری بر موفقیت توسعه محصول جدید تأثیر دارد ولی نقش تعدیل‌کننده شکاف منابع در رابطه بین جذب دانش مشتری و موفقیت توسعه محصول جدید تأیید نشد. از این‌رو شرکت‌های دانش‌بنیان برای موفقیت در توسعه محصول جدید لازم است که به ایجاد قابلیت مشارکت مشتریان و جذب دانش آن‌ها توجه ویژه نمایند تا بتوانند در عرصه رقابتی و پویای بازار از جایگاه قابل قبولی برخوردار گردند.
1- داوری، علی و رضازاده، آرش. مدل‌سازی معادلات ساختاری با نرم‌افزار PLS، انتشارات جهاد دانشگاهی، تهران، 1392.
2- ميرفخرالديني، سيدحيدر؛ صفري، خليل و شعباني، اكرم. بررسي تأثير مشارکت مشتري در توسعه محصول جديد در صنايع کاشي و سراميک يزد، فصلنامه توسعه تكنولوژي صنعتي، دوره 15، شماره 30، صص 46-37، 1396.
3- شعبانی، اکرم؛ منصوری محمدآبادی، سلیمان؛ میرفخرالدینی، سید حیدر و صفری، خلیل. تأثیر مشارکت مشتری بر توسعه محصول جدید: نقش میانجی پیامدهای بازار، فصلنامه علوم مدیریت ایران، سال یازدهم، شماره 44، صص 78-57، 1396.
4- A. Awwad, and D. M. N, Akroush, “New product development performance success measures: an exploratory research,” Journal of Business, vol. 11, no. 1, pp. 2–29, 2016.
5- W. Chang, and S.A, Taylor, “The effectiveness of customer participation in new product development,” Journal of Marketing, vol. 80, no. 1, pp. 47–64, 2016.
6- S. Nambisan, “Designing virtual customer environments for new product development: toward a theory,” Academic of Management Review, vol. 27, no. 3, pp. 392–413, 2002.
7- M.K. Poetz, and M. Schreier, “The Value of Crowdsourcing: can users really compete with Professionals in Generating New Product Ideas?” Journal of Product Innovation Management,” vol. 29, no. 2, pp. 245–256, 2012.
8- S. Auh, S. Bell, C. McLeod, and E. Shih, “Co-production and Customer Loyalty in Financial Services,” Journal of Retail, vol. 83, no. 3, pp. 359–370, 2007.
9- A. Griffin, and J.R. Hauser, “The voice of the Customer,” Journal of Market Science, vol. 12, no. 1, pp. 1–27, 1993.
10- N.E. Coviello, and R.M. Joseph, “Creating Major Innovations with customers: insights from small and young technology firms”, Journal of Marketing, vol. 76, no. 6, pp. 87–104, 2012.
11- E. Fang, and R.W. Pamaltier, and K.R. Evans, “Influence of customer participation on creating and sharing of new product value,” Journal of Academic Marketing Science, vol. 36, no.3, pp. 322–336, 2008.
12- N. Franke, P. Keinz, and K. Klausberger, “Does this sound like a fair deal? Antecedents and consequences of fairness expectations in the individual’s decision to participate in firm innovation,” Journal of Organizational Science, vol. 24, no. 5, pp. 1495–1516. 2013.
13- P.J. Lane, R.K. Balaji, and P. Seemantini, “The Reification of Absorptive Capacity: A Critical Review and Rejuvenation of the Construct,” Academy of Management Review, vol.31, no. 4, pp. 833-863, 2006.
14- S.A. Zahra,and G. Gerard, “Absorptive Capacity: A Review, Reconceptualization, and Extension,” Academy of Management Review, vol. 27, no. 2, pp. 185-203, 2002.
15- J.P. Jansen, J. Frans, and W.V Henk, “Managing Potential and Realized Absorptive Capacity: How do Organizational Antecedents Matter?” Academy of Management Journal, vol. 48 no. 6, pp. 999-1015, 2005.
16- A.S. Cui, and F. Wu, “Utilizing Customer Knowledge in Innovation: Antecedents and Impact of Customer Involvement on New Product Performance,” Journal of the Academy of Marketing Science, vol. 44, no. 4, pp. 516-538, 2016.
17- A.W. Joshi, and S. Sanjay, “Customer Knowledge Development: Antecedents and Impact on New Product Performance,” Journal of Marketing, vol. 68, no. 4, pp. 47-59, 2004.
18- C. Storey, C. Pia, P. Paulina, and J.H. Erik, “Success Factors for Service Innovation: A Meta-Analysis,” Journal of Product Innovation Management, vol. 33, no. 5, pp. 527-548, 2015.
19- A. O'Cass, N. Heirati, and L. Viet Ngo, “Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas,” Journal of Industrial Marketing Management, vol. 43, no. 5, pp 862-872, 2014.
20- C. Storey, and C. Larbig, “Absorbing Customer Knowledge: How Customer Involvement Enables Service Design Success,” Journal of Service Research, vol. 21, no.1, pp. 101-118, 2017.
21- L. Witell, G.Anders, and M. Johnson, “The Effect of Customer Information during New Product Development on Profits from Goods and Services,” European Journal of Marketing, vol. 48, no. 9-10, pp. 1709-1730, 2014.
22- S.A. Rijsdijk, L. Fred, and J.H. Erik, “Understanding a Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage,” Journal of Product Innovation Management, vol. 28, no. 1, pp. 33-47, 2011.
23- T. Dorson, “Customer involvement capability and service firm performance: The mediating role of innovation,” Journal of Business Research, Vol. 86, pp 269-280, 2018.
24- H.L. Melton, and D.H. Michael, “Customer and Frontline Employee Influence on New Service Development Performance,” Journal of Service Research, vol. 13, no. 4, pp. 411-425, 2010.
25- M.A. Stanko, and M.B. Joseph, “Projective Customer Competence: Projecting Future Customer Needs that Drive Innovation Performance,” Industrial Marketing Management, vol. 42, no. 8, pp. 1255-1265, 2013.
26- S. Tih, K. Wong, G. Lynn, and R.R. Reilly, “Prototyping, customer involvement, and speed of information dissemination in new product success,” Journal of Business & Industrial Marketing, vol. 31, no. 4, pp. 437-448, 2016.
27- C. Shepherd, and P.K. Ahmed, “From product innovation to solutions innovation: a new paradigm for competitive advantage,” European Journal of Innovation Management, vol. 3, no. 2, pp. 100–106, 2000.
28- T. Morgan, M. Obal, and S. Anokhim, “Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies,” Journal of Research Policy, Vol. 47, No. 2, pp 498-510, 2018.
29- G. Todorova, and D. Boris, “Absorptive Capacity: Valuing a Reconceptualization,” Academy of Management Review, vol. 32, no. 3, pp. 774-786, 2007.
30- K. Atuahene-Gima, and A.Ko, “An empirical investigation of the effect of market orientation and entrepreneurial orientation alignment on product innovation,” Journal of Organization Science, vol. 12, no. 1, pp. 54–74, 2001.
31- W.D. Hoyer, R. Chandy, M. Dorotic, M. Krafft, and S.S. Singh, “Consumer co-creation in new product development,” Journal of Service Research, vol. 13, no. 3, pp. 283–296, 2010.
32- H. Yli-Renko, and R. Janakiraman, “How customer portfolio affects new product development in technology-based entrepreneurial firms,” Journal of Marketing, vol. 72, no. 5, pp. 131–148, 2008.
33- R.K. Chandy, G.T Tellis, “Organizing for radical product innovation: the over looked role of willingness to cannibalize,” Journal of Marketing Research, vol. 35, no. 4, pp. 474–487, 1998.
34- A. McKelvie, J. Wiklund, and A. Brattstorm, “Externally Acquired or Internally Generated? Knowledge Development and Perceived Environmental Dynamism in New Venture Innovation,” Journal of Entrepreneurship Theory and Practice, vol. 42, no. 1, pp. 24-46, 2017.
35- Z. Wang, and M. Zu, “Examining the linkage among open innovation, customer knowledge management and radical innovation: The multiple mediating effects of organizational learning ability,” Baltic Journal of Management, vol. 13, no. 3, pp. 368-389, 2018.
36- I. Nonaka, and T. Hirotaka, “The Knowledge- Creating Company”. New York, Oxford University Press, 1995.
37- M. Flor, S. Cooper, and M. Oltra, “External knowledge search, absorptive capacity and radical innovation in high-technology firms,” European Management Journal, Vol. 38, No. 2, 183-194. 2018.
38- J.M. Bonner, “Customer Interactivity and New Product Performance: Moderating Effects of Product Newness and Product Embeddedness,” Journal of Industrial Marketing Management, vol. 39, no. 3, pp. 485-49, 2010.
39- J. Backmann, H. Martin, and L.C. John, “Soaking It Up: Absorptive Capacity in Inter-organizational New Product Development Teams,” Journal of Product Innovation Management, vol. 32, no. 6, pp. 861-877, 2015.
40- V. Blazevic, and L. Annouk, “Managing Innovation through Customer Coproduced Knowledge in Electronic Services: An Exploratory Study,” Journal of the Academy of Marketing Science, vol. 36, no. 1, pp. 138-151, 2008.
41- H.W. Volberda, J.F. Nicolai, and A.L. Marjorie, “Absorbing the Concept of Absorptive Capacity: How to Realize its Potential in the Organization Field,” Organization Science, vol. 21, no. 4, pp. 931-951, 2010.
42- K.Z. Zhou, and B.L. Caroline, “How Knowledge Affects Radical Innovation: Knowledge Base, Market Knowledge Acquisition, and Internal Knowledge Sharing,” Strategic Management Journal, vol. 33, no. 9, pp. 1090-1102, 2012.
43- B. Menguc, A. Seigyoung, and P. Yannopoulos, “Customer and Supplier Involvement in Design: The ModeratingRole of Incremental and Radical Innovation Capability,” Journal of Product Innovation Management, vol. 31, no. 2, pp. 313-328, 2014.
44- R. Sethi, I. Zafar, and S. Anju, “Developing New to the Firm Products: The Role of Micro political Strategies,” Journal of Marketing, vol. 76, no. 2, pp. 99-115, 2012.
45- C. Mainemelis, “Stealing Fire: Creative Deviance in the Evolution of New Ideas,” Academy of Management Review, vol. 35, no. 4, pp. 558-578, 2010.
