Do customer partnerships improve new product success rates?

Citation
Aj. Campbell et Rg. Cooper, Do customer partnerships improve new product success rates?, IND MKT MAN, 28(5), 1999, pp. 507-519
Citations number
38
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Management
Journal title
INDUSTRIAL MARKETING MANAGEMENT
ISSN journal
0019-8501 → ACNP
Volume
28
Issue
5
Year of publication
1999
Pages
507 - 519
Database
ISI
SICI code
0019-8501(199909)28:5<507:DCPINP>2.0.ZU;2-T
Abstract
This empirical study investigates the impact of customer partnering in new product development by comparing the performance of new products undertaken in partnerships versus those developed in-house. The results demonstrate t hat overall, partnership projects were no more successful than in-house pro jects. This surprising result was true regardless of the performance metric used. Not all new product development is improved by close cooperation wit h customers. (C) 1999 Elsevier Science Inc. All rights reserved.