Joshi, A. W. & Sharma, S. (2004). Customer Knowledge Development: Antecedents and Impact on New Product Performance. Journal of Marketing, 68(4), 47-59.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Fundamental
Annotation: The authors explored factors involved in new product success resulting from customer knowledge development. Results indicate that cross-functional teams, senior management champions, incentive systems that reward activities more so than outcomes, and constructive conflict resolution all have a significant connection with new product success.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Insufficiently verified knowledge and changing consumer preferences can have a negative impact on the accuracy of customer preference knowledge.
Survey of 165 Canadian manufacturing firms.
Occurrence of finding within the model: Step 4.11, Step 2.2
Understanding customer needs and preferences is a key factor in new product success. (Cooper and Kleinschmidt, 1995, 1996)
Occurrence of finding within the model: Step 4.11, Step 2.2, Step 1.1, Step 6.1