Journal article
Do Customer Partnerships Improve New Product Success Rates?
Abstract
This empirical study investigates the impact of customer partnering in new product development by comparing the performance of new products undertaken in partnerships versus those developed in-house. The results demonstrate that overall, partnership projects were no more successful than in-house projects. This surprising result was true regardless of the performance metric used. Not all new product development is improved by close cooperation …
Authors
Campbell AJ; Cooper RG
Journal
Industrial Marketing Management, Vol. 28, No. 5, pp. 507–519
Publisher
Elsevier
Publication Date
September 1999
DOI
10.1016/s0019-8501(99)00058-9
ISSN
0019-8501