New Product Development Performance with Customer and Supplier Participation – Absorptive Capacity and Desorptive Capacity Perspectives
Research has shown that the failure rate in new product development (NPD) is high. The objective of this study is to conceptualize a comprehensive model to investigate the effects of key customer and supplier participation at each stage of the NPD process on NPD performance in a focal firm. Absorptive capacity (ACAP) is predicted to moderate the relationship between key customer participation and NPD performance at a different stage of the NPD process. Desorptive capacity (DCAP) is predicted to moderate the relationship between the key supplier participation and NPD performance at a different stage of the NPD process in a focal firm.
Keywords - New Products, New Product Development (NPD), Customer Participation, Supplier Participation, Absorptive Capacity (ACAP), Desorptive Capacity (DCAP)