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عمومی::
تازگی محصول
Here is it suggested that customer participation will positively impact NPD performance, but may have an indirect negative impact by way of the degree of product newness, which negatively impacts performance.
Meanwhile, it may help decrease the perceived degree of product newness due to redefining and reclassifying problems, and using domain specific knowledge to implement new product solutions (Chandy et al.
The results of CHAPTER 3 show that customer participation does indeed impact NPD performance and the degree of product newness positively.
Furthermore, the degree of product newness impacts NPD performance negatively suggesting a customer participation paradox.
This study examines the indirect effect of how customers impact the degree of product newness and subsequently NPD performance.
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