Customer and supplier involvement in design: The moderating role of incremental and radical innovation capability

Bulent Menguc, Seigyoung Auh, Peter Yannopoulos

Research output: Contribution to journalArticle

132 Scopus citations

Abstract

More and more firms are leveraging design as a resource to gain the upper hand in today's competitive business market. To this end, this study draws on the resource-based view (RBV) of the firm to examine the relationship between customer and supplier involvement in the design process and new product performance. The research also extends the RBV to a contingency lens by introducing product innovation capability (incremental and radical) as a moderator to draw the boundary conditions of the impact of customer/supplier involvement in design on new product performance. Using data collected from Canadian high-tech companies, the findings provide strong support for the hypotheses in that customer involvement in design helps new product performance under high incremental innovation capability but harms new product performance under high radical innovation capability. In contrast, supplier involvement in design was beneficial to new product performance under both high incremental and radical innovation capability. The managerial implications for the role of design under different innovation capabilities are discussed.

Original languageEnglish (US)
Pages (from-to)313-328
Number of pages16
JournalJournal of Product Innovation Management
Volume31
Issue number2
DOIs
StatePublished - Mar 2014

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

Fingerprint Dive into the research topics of 'Customer and supplier involvement in design: The moderating role of incremental and radical innovation capability'. Together they form a unique fingerprint.

  • Cite this