How customer knowledge affects exploration : generating, guiding, and gatekeeping
Sihvonen, A., Luoma, J., & Falk, T. (2021). How customer knowledge affects exploration : generating, guiding, and gatekeeping. Industrial Marketing Management, 94, 90-105. https://doi.org/10.1016/j.indmarman.2021.02.005
Julkaistu sarjassa
Industrial Marketing ManagementPäivämäärä
2021Pääsyrajoitukset
Embargo päättyy: 2024-04-15Pyydä artikkeli tutkijalta
Tekijänoikeudet
© 2021 Elsevier Inc. All rights reserved.
The importance of understanding customers in order to sustain the long-term success of the company has been claimed by academics and practitioners for decades, to the point that the claim has turned into a truism. And still, the role of customer knowledge in organizational renewal, especially via explorative new product development (NPD), remains ambiguous. While existing literature generally emphasizes the value of customer knowledge, critics argue that a strong customer focus can also de-motivate and misguide exploration. This study adds clarity to our understanding of this tension by drawing from an intensive analysis of the corporate archives of a rapidly growing high-tech company. The authors trace the impacts of customer knowledge on twelve explorative NPD projects. The findings reveal three distinct mechanisms through which customer knowledge influences exploration: generating, guiding, and gatekeeping. The impact of customer knowledge on exploration depends on the selective deployment of these mechanisms. The authors further argue that managers should seek to find a fit between the deployment of customer knowledge mechanisms and the exploration project type in order to increase the likelihood of exploration project success.
...
Julkaisija
ElsevierISSN Hae Julkaisufoorumista
0019-8501Asiasanat
Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/52452001
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Kauppakorkeakoulu [1270]
Lisätietoja rahoituksesta
The first author acknowledges the financial support of Foundation for Economic Education, Finland and the Jenny and Antti Wihuri Foundation.Lisenssi
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
Causal complexity of new product development processes : a mechanism-based approach
Sihvonen, Antti; Pajunen, Kalle (Routledge, 2019)The outcomes of new product development (NPD) processes are dependent on the interplay of several interdependent activities. One product development activity can be dependent on the presence or absence of other activities, ... -
User Orientation Through Experience: A Study of Hobbyist Knowing in Product Development
Kotro, Tanja (University of Jyväskylä, Agora Center, 2007)Those who are involved in hobbyist communities and share the values and practices of these communities often also innovate new products. Users are important actors in innovations. Recently, a lot of attention has been ... -
Investigating customer experiences of a public limited company brand in a B2B context : a case study of the EV charging industry
Jauhiainen, Sannimaija (2023)Vahva yritysidentiteetti tarjoaa elementit, joiden avulla voidaan luoda ainutlaatuinen yritysbrändi sekä erottua jatkuvasti muuttuvassa kilpaillussa liiketoimintaympäristössä. Yritysidentiteetti on myös ratkaisevassa ... -
Strategies and mechanisms in musical affect self-regulation : A new model
Baltazar, Margarida; Saarikallio, Suvi (Sage Publications Ltd., 2019)This study aimed at investigating the associations between regulation strategies and musical mechanisms involved in musical affect self-regulation. A sample of 571 participants was collected and the data regarding the ... -
Value Creation Behavior of Oura Ring Users in Social Media (Customer-dominant LOGIC)
Soltani, Sanaz; Tuunanen, Tuure; Frank, Lauri; Torkki, Paulus (Association for Information Systems, 2022)Smart devices such as self-trackers are being used by an ever-increasing number of exercisers to self-monitor their health. Users' interactions in social media can co-create and co-destruct the value and has a substantial ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.