Prototyping, Customer Involvement and Speed Information Dissemination in New Product Success

• المؤلفون الرئيسيون: Tih, Siohong, Wong, Kok Kee, Gary, S. Lynn, Richard, R. Reilly
• التنسيق: مقال
• منشور في: Emerald Group Publishing Limited 2015
• الموضوعات: HF Commerce
• الوصول للمادة أونلاين: http://eprints.intimal.edu.my/526/; http://dx.doi.org/10.1108/JBIM-09-2014-0182; http://dx.doi.org/10.1108/JBIM-09-2014-0182

Purpose Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of customer...