Market Feedback and Team Commitment in Radical Product Innovation Process

52 Pages Posted: 15 Nov 2008

See all articles by Luca Berchicci

Luca Berchicci

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Christopher L. Tucci

Ecole Polytechnique Federale de Lausanne - MTEI

Date Written: April 2008, 11

Abstract

Previous research has considered how exploratory market learning processes moderate market and technological uncertainty in radical product development. Scholars argue that new product development (NPD) teams may increase the chances of success of radically new projects by acquiring, assimilating and implementing new information from market feedback. However, research has not tackled how information is assimilated by the NPD team and to what extent the process of information implementation occurs. In this article, we begin to fill the need for such research by investigating the interaction between internal team values (beliefs and possibly ideology) and external market feedback / information in radical projects. Via the lens of a 2-year longitudinal participant-observation study, we suggest that information assimilation is not automatic, but rather influenced in interesting ways by internal team values. The findings imply that shared team values act as a selective assimilation mechanism determining whether a development team will act on user feedback. Furthermore, the type of information (e.g., functional vs. conceptual feedback) processed by the development team acts as a moderating factor on the relationship between the team values and information processing.

Keywords: radical products, market feedback, team values, new product development, technological uncertainty, market learning

JEL Classification: M13, O32, M, L15, M37

Suggested Citation

Berchicci, Luca and Tucci, Christopher L., Market Feedback and Team Commitment in Radical Product Innovation Process (April 2008, 11). ERIM Report Series Reference No. ERS-2008-069-ORG, Available at SSRN: https://ssrn.com/abstract=1300730

Luca Berchicci

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Christopher L. Tucci

Ecole Polytechnique Federale de Lausanne - MTEI ( email )

Odyssea
Station 5
Lausanne, 1015
Switzerland
+41.21.693.0023 (Phone)
+41.21.693.0020 (Fax)

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