Customer involvement in new product development in B2B: The role of sales

Volume: 58, Issue: 58, Pages: 45 - 57
Published: Oct 1, 2016
Abstract
null null Developing new products, and customer involvement in the process, have been frequent topics in the management literature. Focusing on the benefits and risks of customer involvement, prior research mostly black-boxed the process through which customers are involved. Little has been reported on the activities and timing related to customer involvement in new product development (NPD), and the literature provides limited guidance for how...
Paper Details
Title
Customer involvement in new product development in B2B: The role of sales
Published Date
Oct 1, 2016
Volume
58
Issue
58
Pages
45 - 57
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