Incorporating voice of the consumer: does it really work?

Abstract

Purpose This study attempts to address the question of whether and how new product development (NPD) performance can be enhanced by interacting with users at specific stages in the process and whether performance can be affected by user knowledge management. Design/methodology/approach In this study, data were collected from firms in the software industry in Taiwan and a model of knowledge management capabilities was adopted to analyze the effectiveness of a firm's user knowledge. Findings The findings demonstrate that user interaction during NPD stages significantly promotes new product performance in the early stages and that user knowledge management competence has a positive effect on NPD performance – especially through the process capability dimension. Originality/value Drawing from the findings of this paper, further research directions and theoretical and managerial implications are projected.