Customer Involvement in Product Development: An Industrial Network Perspective

Purpose: In business markets, working with customers and users has become increasingly important to get knowledge about customer needs and to develop new products. The purpose of this article is twofold: (1) to develop a framework for analyzing customer involvement in product development in a business market context, and (2) to apply this framework to a particular company to describe and analyze how it practices customer involvement.

Methodology/approach: The article takes its main theoretical starting point in the industrial network approach, but also uses other literature from the innovation and product development field. The empirical study applies a qualitative case study approach and focuses on one company in the truck business.

Findings: The suggested framework deals with four key aspects of customer involvement: Why, when, how, and who. The observed pattern of the truck manufacturer shows how dealers, hauliers, and truck drivers are all part of the overall understanding of the customer. These actors are involved for different, typically very clear, purposes at different points in time through surveys, product clinics, and field testing. The pattern, referred to as mixed facilitative, is not one of close collaboration with individual customers, but one of broad involvement of several customers through business intelligence and direct involvement.

Research implications: First, the article provides researchers with a framework and method for studying customer involvement in product development. Second, the case study provides an illustrative example of the customer involvement pattern pursued by a leading company in a major industry. This enhances the understanding of the focal phenomenon, leads to managerial implications, and gives ideas for future research.

Practical implications: There are several managerial implications related to the why, when, how, and who questions. For example, it is pointed out that managers should consider involving customers more extensively than what seems to be common today—for example, by using customers as codevelopers, working with them throughout the entire development process (i.e., not only early and late), and including different types of users (with different requirements and wishes).

Originality/value/contribution of the article: The contribution lies in the development of a framework centered on the four key questions of customer involvement in

product development and using this framework for observing a pattern, and finding explanations and relating this pattern to how other firms are doing.     

The real effects of delisting: Evidence from a regression discontinuity design

We study how the delisting of a firm’s stock, and the accompanying drop in liquidity, causally affects a firm’s real economic decisions. Although delisting is endogenous, we identify a causal effect by using regression discontinuity design (RDD). This technique suits the delisting problem because the probability of delisting rises discontinuously when observable variables pass known thresholds. We find that delisting results in a modest decline in investment and cash saving and an important and robust decline in employment.     

Innovative Assets And Inter-Asset Linkages—A Resource-Based Approach To Innovation

The paper proposes a framework for analyzing assets and inter-asset linkages associated with technological innovation. The framework is consistent with a Penrosian view of the firm and draws on recent contributions from both the more general resource-based perspective and the innovation and technology perspective of the firm.

Three broad categories of firm assets are distinguished: tradeable resources, technical/functional capabilities and managerial competences. Assets for technological innovation are defined as resources, technical capabilities and managerial competences for developing new products and processes. A taxonomy of generic innovative assets is proposed that distinguishes four generic categories of innovative assets: Scientific research assets, process innovative assets, product innovative application assets and aesthetic design assets. Critical inter-asset linkages are analyzed in terms of inter-asset specificity. It is argued that high degrees of inter-asset specificity provide greater scope for innovation and make higher demands on the innovative assets and their coordination than low degrees of inter-asset specificity. It is moreover suggested that complementary assets not only play the role of assuring proper commercialization of given innovations; they may also play a critical role as a ‘focusing device’ for directing the innovative process.

Finally, some implications for strategy in innovative firms are indicated. Thus, the proposed inter-asset framework may help to specify the notion of core competences and provide a more differentiated perspective on innovation strategy and first-mover advantages.     

Review Essay

Sen's capability approach has a culturally specific side, with capabilities influenced by social structures and institutions. Although Sen acknowledges this, he expresses his theory in individualistic terms and makes little allowance for culture or social structure. The present paper draws from recent social theory to discuss how the capability approach could be developed to give an explicit treatment of cultural and structural matters. Capabilities depend not only on entitlements but on institutional roles and personal relations: these can be represented openly if capabilities are disaggregated into individual, social and structural capacities. The three layers interact, and a full analysis of capabilities should consider them all. A stratified method implies that raising entitlements will not on its own be enough to enhance capabilities and that cultural and structural changes will be needed.     

Strategic Intrafirm Innovation Adoption and Diffusion

A theory of oligopolistic innovation adoption is developed in which intrafirm diffusions occur because the marginal cost of adoption is increasing in the rate of adoption. The equilibrium intrafirm diffusion curve is S-shaped or concave, as are empirically observed ones. This diffusion curve is more likely to be S-shaped the more competitive the industry, the larger the marginal cost of adoption or the pre-innovation unit cost of production, or the smaller the demand. The diffusion is longer, and so the extent of adoption at any date is lower the more competitive the industry, the larger the marginal cost of adoption or the pre-innovation unit cost of production, or the smaller the demand. A surprising result is that an increase in the unit cost reduction from the innovation has an ambiguous effect on diffusion. Obviously, a larger cost reduction allows each firm to earn a larger flow profit at every date from the same rate of adoption. However, a more subtle effect is that it also allows the firm to earn the same flow of profit with a slower rate of adoption, and so lower adoption costs. That is, the firms also have an incentive to spread out the diffusion over a longer period of time to save on adoption costs.     

Europäische Streitbeilegungsmechanismen bei Meinungsverschiedenheiten zwischen nationalen Versicherungsaufsichtsbehörden

In the course of the reconstruction of the European financial supervisory framework all level 3-committees (namely CEIOPS for the insurance sector) were re-established as fully-fledged authorities of the European Union. These authorities are granted authority to take decisions with immediate effect towards national supervisors. The European Financial Supervisory Authorities, however, form but the upper level of the European micro-prudential supervisory system. The day-to-day supervision of the financial markets will remain to be vested in the national supervisory authorities. By retaining a system, in which the financial supervision takes place primarily at the national level, one also remains to be faced with problems, where insurance undertakings or insurance groups act under the jurisdiction of several national supervisors. Disagreements between these supervisors will, thus, remain to be commonplace. In order to dissolve such disputes, the European legislator has provided for a formalised dispute resolution procedure in granting EIOPA a power to settle disagreements.     

Agency Costs of Overvalued Equity

I define and analyze the agency costs of overvalued equity. They explain the dramatic increase in corporate scandals and value destruction in the last five years; costs that have totaled hundreds of billions of dollars. When a firm's equity becomes substantially overvalued it sets in motion a set of organizational forces that are extremely difficult to manage—forces that almost inevitably lead to destruction of part or all of the core value of the firm. WorldCom, Enron, Nortel, and eToys are only a few examples of what can happen when these forces go unmanaged. Because we currently have no simple solutions to the agency costs of overvalued equity this is a promising area for future research.     

Business Alignment: Versicherungsfachwissen als Kernkompetenz der IT

Information technology (IT) of insurance companies refers to the variety of organizational units that are in charge of development, implementation and operation of the specific entrepreneurial IT-applications. Our analyses follow the notion that nowadays information technologies departments face increasing cost pressure and the modern reflex of introducing outsourcing-and offshoring-measures does not necessarily lead to cost reductions. Therefore a closer cooperation of IT departments and other organizational units is crucial and strengthens the improvement of competitiveness of the entire insurance company. Furthermore a method leading to a gradual Business Alignment of IT departments within insurance companies will be introduced.