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| Performance Influence of Customer Participation in New Product Development: Moderating Effects of Type of Product Innovation |
| YAO Shan ji,WANG Yong gui |
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Abstract Customer participation in new product development has a significant influence on new product development performance in enterprises, and this topic is worth strategic attention especially in the context of Chinese market. Based on investigating manufacturing enterprises in B-B market, this paper establishes a moderating effect model of differential impacts of customer participation on new product development performance using type of product innovation as a moderating variable. It shows that moderating impacts of type of product innovation on the positively influential relationships between customer participation and time performance, innovation performance are significant. But there is no significant moderating impact of type of product innovation on the relationship between customer participation and financial performance.
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Received: 15 October 2010
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Corresponding Authors:
YAO Shan ji
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2011, Vol. 1 
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