Leveraging Social Network Sites in New Product Development: Opportunity or Hype?

摘要: Leveraging social network sites is high on the list of priorities for a lot businesses that are eager to find more effective ways reach, learn about, and engage customers in new product development (NPD). However, rapidly changing landscape can be difficult navigate successfully doubts remain about whether how they used good effect. In fact, empirical research confirming positive relationship between use NPD business performance scarce. This paper reports examining three purposes, namely market guiding products, getting collaborate process, launch. The results this suggest benefits expected from using largely not being realized by businesses. Using conduct leading into process was found contribute performance, fact have negative relationships with both profitability growth. get positively related innovativeness but growth or profitability. Finally, launch where most indications were seen, since innovativeness, growth, profitability. Thus, it appears while may launch, still learning curve traverse before them customer collaboration NPD. While there currently great deal enthusiasm�even hype�about potential opportunities NPD, suggests should move carefully recognize just jumping bandwagon will insure success.