e-space
Manchester Metropolitan University's Research Repository

    Teach well, learn better - Customer involvement and new product performance in B2B markets: The role of desorptive and absorptive capacity

    Najafi Tavani, Saeed ORCID logoORCID: https://orcid.org/0000-0001-7401-7823, Naude, Peter ORCID logoORCID: https://orcid.org/0000-0002-4019-0393, Smith, Paul ORCID logoORCID: https://orcid.org/0000-0002-3772-8375 and Khademi-Gerashi, Mehdi (2023) Teach well, learn better - Customer involvement and new product performance in B2B markets: The role of desorptive and absorptive capacity. Industrial Marketing Management, 108. pp. 263-275. ISSN 0019-8501

    [img]
    Preview
    Published Version
    Available under License Creative Commons Attribution.

    Download (1MB) | Preview

    Abstract

    Customer involvement has received significant attention in the B2B relationship literature and is identified as an undeniable source of sustainable competitive advantage for manufacturing industries. Our study extends this research stream and re-examines the relationship between customer involvement and new product performance, employing the dynamic capability perspective. We hypothesise the moderating effects of absorptive and desorptive capacity on the relationship between customer involvement and new product performance. A survey of 225 high-tech Iranian manufacturing firms is used to test our research hypotheses. The research findings reveal the existence of an inverted U-shaped relationship between customer involvement and new product performance. Our findings also confirm the complementary effects of absorptive and desorptive capacity and suggest when, and under what levels of these two dynamic capabilities, involving key customers in new product development projects could be a successful strategy for developer firms.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    66Downloads
    6 month trend
    43Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Actions (login required)

    View Item View Item