The Effect of Applying Customer Knowledge on Innovation and New Product Efficiency (Case Study: Samasamaneh Software Company)
Subject Areas : Jounal of Marketing Managementfaranak khodayari 1 , بهزاد kh 2
1 - Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
2 - Master of Business Administration, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran
Keywords: knowledge management strategy, new product efficiency, New product development, Customer participation, Customer Knowledge Management, Customer Engagement,
Abstract :
In this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Three types of customer engagement are identified (customer as the information source, customer as the innovative colleague, and customer as innovative) and their correlation with other variables are proposed as the main hypotheses. Ninety Sama Samaneh holding employees and managers were randomly chosen for the descriptive survey method. A questionnaire consisting of seven-level Likert scale closed questions was designed to measure the main variables. Validity and reliability of the questionnaire was measured as very good, and the data was analyzed using SPSS and PLS software. The results show that the proposed model can predict the performance of new products in 80% of the cases. They also show that the nature of customer’s knowledge impacts their type of engagement in developing new products, and the performance of new product development relies on customer’s engagement type.
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Auh, S., Bell, S.J., McLeod, C.S. & Shih, E. (2007). “Co-production and customer loyalty in financial services”, Journal of Retailing, Vol. 83(3), PP. 359-370.
Balka, K., Raasch, C. & Herstatt, C. (2014). “The effect of selective openness on value creation in user innovation communities”, Journal of Product Innovation Management, Vol. 31(2), PP. 392-407.
Brockman, B.K. & Morgan, R.M., (2003). “The Role of Existing Knowledge in New Product Innovativeness and Performance”, Decision Sciences, Vol. 34(2), PP. 385-419.
Campbell, A.J. (2003). “Creating Customer Knowledge Competence: Managing Customer Relationship Management Programs Strategically”, Industrial Marketing Management, Vol. 32(5), PP. 375-383.
Carbonell, P., Rodriguez-Escudero, A.I. & Pujari, D. (2009). “Customer involvement in new service development: an examination of antecedents and outcomes”, Journal of Product Innovation Management, Vol. 26, PP. 536-550.
Chang, T.C. & Chuang, S.H. (2011). “Performance implications of knowledge management processes: Examining the roles of infrastructure capability and business strategy”, Expert Systems with Applications, Vol. 36(2), PP. 4087-4100.
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Cui, A.S. & Wu, F. (2016). “Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance”, Journal of the Academy of MarketingScience, Vol. 44(4), PP. 516-538.
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