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عمومی::
مشارکت مشتری
The primary goal of this research is to examine how the strategic orientation of the firm may impact the level of customer participation in NPD.
As such, older MO firms will increase the level of customer participation whereas EO firms will decrease the level of customer participation.
The organizational learning about customers and latent needs (in products and relations with the firm) will become a more integrated approach and will lead to a greater level of customer participation.
1.1 Customer Participation in the New Product Development Process
With the growing transparency between customers and firms, more firms are utilizing customer participation in the NPD process.
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