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The Role of the User in Successful New Product Development
Author(s) -
Parkinson Stephen T.
Publication year - 1982
Publication title -
randd management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.253
H-Index - 102
eISSN - 1467-9310
pISSN - 0033-6807
DOI - 10.1111/j.1467-9310.1982.tb00497.x
Subject(s) - sophistication , german , marketing , product (mathematics) , business , new product development , customer needs , geography , sociology , social science , geometry , mathematics , archaeology
Abstract: The purpose of the study reported in this paper is to examine the view that one of the reasons for the poor performance of British companies in certain engineering industries may be the relatively low technical sophistication of its domestic customers. Data for the study were collected predominantly by mail questionnaire from customer organisations in Great Britain and West Germany. The results of the study suggest that British customers are significantly less receptive to new technology than their West German counterparts, and less demanding of new technology from their suppliers. Given the importance of the domestic customer to new product development activity this appears to be a major problem for British suppliers, and suggests an alternative approach to public policy designed to improve the innovative performance of British Industry in these sectors.