Augmentation of effectiveness of new product development through social media: an empirical validation

2022 ◽  
Vol 9 (1/2) ◽  
pp. 5
Author(s):  
Sonica Rautela ◽  
Samir Yerpude ◽  
Tarun Kumar Singhal
Keyword(s):  
Social Media ◽  
Product Development ◽  
New Product Development ◽  
New Product ◽  
Empirical Validation

Influence of customer participation in new product development: the moderating role of social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sonica Rautela ◽  
Sarika Sharma ◽  
Shreya Virani
Keyword(s):  
Social Media ◽  
Product Development ◽  
New Product Development ◽  
Structural Equation ◽  
Idea Generation ◽  
New Product ◽  
Business Environment ◽  
Customer Participation ◽  
Content Type ◽  
Three Phases

PurposeThe business environment is changing and so are the rules of doing business. Constant innovation is the key to win in this dynamic marketplace, so that the new ideas get converted into new marketable products quickly with the least possible mistake. One way to inculcate innovation is by the participation of customers in the new product development (NPD) process. Platforms like social media has provided an opportunity for firms to communicate, co-create and collaborate with customers. The present study aims to understand the customers' participation in three phases, namely idea generation, development and commercialization of the NPD process for its effectiveness.Design/methodology/approachWith the help of review of existing literature, a theoretical model is proposed. This model is then empirically evaluated with data of 213 respondents using structural equation modelling (SEM). The respondents are majorly young social media users in India.FindingsThe results highlight that customer involvement is important in idea generation and commercialization phase of NPD process for its effectiveness. Also, the effectiveness of NPD process affects the financial performance of the firm. The use of social media is considered for its mediating role in NPD process effectiveness during the three phases. The results show that it has an effective role to play during the idea generation phase.Originality/valueConsumers’ perspective concerning usage of social media for their participation in NPD is an unexplored area in general and in the Indian context in particular. To fill this research gap the present study is carried out.

scholarly journals Leveraging social media in new product development: organisational learning processes, mechanisms and evidence from China

2020 ◽  
Vol 40 (5) ◽  
pp. 671-695 ◽  
Author(s):  
Yuanzhu Zhan ◽  
Kim Hua Tan ◽  
Leanne Chung ◽  
Lujie Chen ◽  
Xinjie Xing
Keyword(s):  
Social Media ◽  
Product Development ◽  
New Product Development ◽  
Social Presence ◽  
Academic Research ◽  
New Product ◽  
Organisational Learning ◽  
Learning Mechanisms ◽  
Content Type ◽  
Study Approach

PurposeThe main purpose of this paper is to investigate how social media can provide important platforms to facilitate organisational learning and innovation in new product development (NPD) process.Design/methodology/approachUsing a multiple case-study approach, this study assesses qualitative data collected via 56 interviews from 13 world-leading Chinese companies in the high-technology industry.FindingsThe study identified three distinct types of organisational learning mechanisms for firms to extract potential innovation inherent in social media. It further determined various organisational enablers that facilitate the connections between these mechanisms and NPD performance.Research limitations/implicationsThis research contributes to the emerging literature on digital product development and organisational learning. The cases were conducted in the Chinese context, hence, the results may not be fully generalisable to other organisations, industries and countries without appropriate re-contextualisation.Practical implicationsThe empirical evidence showcases the various mechanisms adopted by managers in different NPD phases. It identifies several technological and organisational adaptations that managers can apply to smartly scale their social presence and facilitate NPD.Originality/valueDespite the exponential growth of social media use in identifying and interacting with external stakeholders, managerial practice and academic research have paid little attention to how social media can be leveraged for NPD. The value of this research comes from applying a qualitative method to gain in-depth insights into the mechanisms for leveraging social media to facilitate innovation in NPD.

Mastering Fashion Supply Chain Management and New Product Development in the Digital Age

2017 ◽  
pp. 65-91 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Social Media ◽  
Supply Chain ◽  
Supply Chain Management ◽  
Product Development ◽  
Supply Chains ◽  
New Product Development ◽  
New Product ◽  
Chain Management ◽  
Fashion Retail ◽  
Retail Supply Chains

This chapter indicates the perspectives on retailing and Supply Chain Management (SCM); trends and issues with fast fashion industry; the overview of Fashion Supply Chain Management (FSCM); fashion retail supply chains and fashion sales forecasting; fashion retail supply chains and sustainability; the overview of New Product Development (NPD); NPD process, social media, and digital environments; NPD, ecological marketing, and Life Cycle Assessment (LCA); NPD performance and supplier-buyer relationship; and the importance of NPD collaboration. In addition to the traditional functions of logistics management in fashion companies, which include inventory management and transportation management, FSCM places a strong emphasis on both collaboration and partnership among various channel members along with the fashion retail supply chains. With the advance of the Internet and social media, NPD strategy provides a beneficial framework for creating the new products and improving the product performance, product cost, and quality of the existing products.

THE ROLE OF SOCIAL MEDIA FOR RADICAL INNOVATION IN THE NEW DIGITAL AGE

2021 ◽  
pp. 2150075
Author(s):  
DENISE FISCHER ◽  
JACQUELINE PRASUHN ◽  
STEFFEN STRESE ◽  
MALTE BRETTEL
Keyword(s):  
Social Media ◽  
Product Development ◽  
Technology Acceptance ◽  
New Product Development ◽  
Open Innovation ◽  
Positive Relationship ◽  
New Product ◽  
Radical Innovation ◽  
Novel Technologies ◽  
Social Media Tools

The beneficial value of leveraging external networks in the innovation process has sparked widespread attention by open innovation scholars. With the rise of novel digital technologies such as social media, the opportunity space for accessing a multitude of external knowledge outside the organisation has significantly expanded. For instance, social media is currently not only vital in monitoring the COVID-19 outbreak, but also in leveraging knowledge to find a treatment for coronavirus. Nevertheless, theory and empirical evidence on how user integration using novel technologies such as social media affects radical innovation remains scarce and inconclusive. Using data obtained from 269 senior managers in new product development departments, this study reveals that the use of social media tools for new product development positively impacts radical innovation. The positive relationship is further strengthened by higher levels of an organisation’s technology acceptance of social media. However, we also find that routinisation with social media technology weakens the positive relationship, suggesting that frequent social media users may be more vulnerable to the systemic challenges of social media tools. This study advances open innovation research and information systems literature, elevating the controversial and debated impact of customer integration and information technology for radical innovation into the digitisation era.

Value co-creation and social media

2019 ◽  
Vol 31 (5) ◽  
pp. 761-784 ◽  
Author(s):  
Yasir Rashid ◽  
Ansar Waseem ◽  
Ahmad Ahsan Akbar ◽  
Fatima Azam
Keyword(s):  
Social Media ◽  
Product Development ◽  
Citation Analysis ◽  
New Product Development ◽  
Thematic Analysis ◽  
New Product ◽  
Content Type ◽  
Extant Literature ◽  
Lead Users

Purpose The purpose of this paper is to deliver a summary of the influential work regarding value co-creation in the context of social media. Although, research on the role of social media in co-creation and new product development is growing field; the extant literature is still in developing stage, which needs systematization and categorization to comprehend its current stage and previous research. Design/methodology/approach For this purpose, existing literature on social media and co-creation was studied. Initially, a citation analysis was conducted of influential papers correlated with the topic to identify three streams of research. Later, thematic analysis was carried out to explore specific themes within these categories. Findings Through citation analysis three research streams namely customer’s co-creation on new product development, firm specific capabilities for knowledge sharing, absorption and processing and new opportunities were identified. Later, total four categories were identified through thematic analysis which contains different sub-themes such as test of theories, proposed theoretical frameworks, lead users characteristics, customer’s motivation and experience regarding co-creation, online communities of customers and open innovation. Research limitations/implications This study also categorizes and systemizes the extant literature exploring role of social media in value co-creation. Such systematic review of the extant literature will help the academicians to understand the previous stream of work and pursue a particular line of enquiry in furthering the understanding of interaction between social media and co-innovation. Practical implications This work is particularly useful for practitioners as more firms are moving the business online. These firms are actively using social media and user-generated content to gain insight into customer’s preferences. By increasing the participation of customers and lead users through online communities, firms can also increase customer’s commitment. Originality/value The paper adds to the extant literature by identifying research streams and themes in the extant literature on the role of social media in value co-creation. Later, these themes are abductively linked to develop a theoretical framework.

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