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A Taxonomy of Relationship Approaches During Product Development in Technology‐Based, Industrial Markets
Author(s) -
Athaide Gerard A.,
Stump Rodney L.
Publication year - 1999
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.1650469
Subject(s) - new product development , dyad , business , personalization , product (mathematics) , high tech , industrial organization , product management , marketing , knowledge management , process management , computer science , psychology , social psychology , geometry , mathematics , political science , law
Effective relationship management during new product development (NPD) is an important determinant of new product success in technology‐based, industrial markets. This article investigates whether different relationship approaches are used by sellers of high‐tech innovations during the NPD process. The results of our empirical study reveal that sellers are resorting to two approaches during NPD: bilateral versus unilateral product development relationships. Furthermore, the approach used in a particular dyad is aligned with the seller's marketing strategy for the innovation, particularly aspects related to targeting (buyer knowledge and prior relationship history) and product strategy (the extent of product customization).