The Effect of NPD Team Member’s Social Capital and Customer Interactivity on the Project Performance

• Main Authors: Anna Liang-Yu Kuo, 郭良玉
• Other Authors: Yung-Ching Ho
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/15461377821066131920

碩士 === 國立中正大學 === 企業管理研究所 === 99 === Absorbing external knowledge is becoming indispensable during the new product development process for enterprises nowadays. Especially for the NPD team, transforming the customer’s need into its knowledge base is an essential task to achieve a high standard NPD performance. This study investigated whether and how the NPD team member’s individual social capital will influence the course of interaction with customers, thereby affecting the performance of new product development. Customer interactivity is conceptualized as a multi-facet construct consisting of bidirectionality, participation and joint problem solving. Main aspects of social capital this study proposed in this study include the individual’s intra- and extraindustrial tie, trust and shared vision. With a online survey to software, technology hardware, general product and biochemistry and pharmaceutical product developers, 200 questionnaires were collected. This research applies SPSS 12.0 to analyze the data test the proposed framework. The result suggests bidirectional information change and customer participation can positively affect the NPD performance. The trust and shared vision among the NPD team members has a positive effect on the NPD performance. Keywords: Customer interactivity, social capital, new product development