企业-顾客在线互动对新产品开发绩效影响机制的多案例研究

Multi-case study on the influence mechanism of enterprise-customer online interaction on new product development performance

摘要:

基于知识共创视角，采用扎根理论方法，通过对4个典型新产品开发项目的案例内分析与案例间分析，探索企业－顾客在线互动对新产品开发绩效的影响机制，构建了企业－顾客在线互动影响新产品开发绩效的理论框架，并提出了12个理论命题：企业—顾客在线互动和知识共创各维度对新产品开发绩效均有显著正向影响；企业—顾客在线互动各维度对内向型知识共创和外向型知识共创均有显著正向影响；顾客专业能力越强，企业—顾客在线互动对外向型知识共创的正向影响越显著。

Abstract:

From the theoretical perspective of knowledge co-creation, with the method of grounded theory encoding method, this paper explored the influence mechanism of enterprise-customer online interaction on new product development performance through the case analysis of 4 companies’ typical new product development projects, and thus put forward 12 theoretical propositions, and constructed a theory framework of new product development performance on enterprise-customer online interaction. The results showed that the dimensions of enterprise-customer online interaction and knowledge co-creation had significant positive effects on new product development performance; the dimensions of enterprise-customer online interaction had significant positive impacts on both introversion and extroversion knowledge co-creation, and the stronger customer’s professional ability, the more significant affects of enterprise -customer online interaction on the extroversion knowledge co-creation.