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Understanding the Relationships between Product/Service Innovation and Product/Service Processes: The Moderating Role of Customer and Supplier Network

제품/서비스 혁신과 제품/서비스 프로세스간의 관계에 대한 이해: 고객/공급자 네트워크의 조절효과를 중심으로

  • Received : 2012.10.27
  • Accepted : 2012.11.20
  • Published : 2012.12.31

Abstract

The purpose of this study is to investigate the moderating role of customer and supplier participation in the relationship between new product/service development processes and product/service innovation. The research result shows that the high customer participation plays the moderating role in the relationship between strategy design and product/service innovation. Thus, if customers give ideas in the strategy design process, the probability of new product/service innovation will be increased. The conclusions and implications are discussed.

Keywords

Customer involvement;Supplier involvement;Product/Service innovation;Moderating Effect;Partial Least Squares(PLS)