With a greater number of B2B firms integrating customers into the new product development (NPD) p... more With a greater number of B2B firms integrating customers into the new product development (NPD) process, how to utilize customer involvement in NPD is an important decision because it may be a doubleedged sword carrying both bright and dark sides. Utilizing a sample of 193 B2B firms across various industries, we validate previous research that suggests market orientation positively influences NPD performance and subsequently examine how this relationship may either be enhanced or diminished contingent upon how customers are utilized in the NPD process. The results show that the market orientation-NPD performance relationship is enhanced by having customers participate in a greater number of activities throughout NPD (customer participation breadth) and diminished when customers are involved at deeper levels (customer participation depth). This research suggests that the exact involvement of customers is a critical decision and has clear implications for the dialogues about customer involvement and management of customer relationships.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017
Extant research suggests that open innovation may be a double-edged sword. On the positive side, ... more Extant research suggests that open innovation may be a double-edged sword. On the positive side, it may help enhance new product development (NPD) efforts by bringing in required knowledge and resources. Conversely, it may increase a firm's dependence on customer input for the NPD process. We suggest that breadth versus depth of customer participation may be the key to enhancing a firm's learning efforts and in turn, NPD performance. In this study, we predict and find that market orientation positively influences a firm's absorptive capacity including the ability to acquire, transform, assimilate, and exploit external knowledge for commercial ends. We find that the influence of market orientation on absorptive capacity may either be enhanced by having customers participate in a greater number of activities throughout the development process (customer participation breadth) or diminished when customers are involved at deeper levels (customer participation depth). As we report that a firm's absorptive capacity capability is positively related to NPD performance and mediates the relationship between market orientation and NPD performance, the results suggest that there is both a bright side and dark side of customers participating in NPD activities and the exact involvement of customers is a critical decision. This has clear implications for the dialogues about customer involvement in industrial settings and management of industrial customer relationships.
ABSTRACT Local economies benefit from entrepreneurial activity in many ways from new job creation... more ABSTRACT Local economies benefit from entrepreneurial activity in many ways from new job creation to economic growth to innovation as well as poverty alleviation. Accordingly, attraction, support and retention of entrepreneurial talent are arguably of strategic concern for the region’s well-being. Rates of new venture formation and failure are important determinants of the entrepreneurial landscape. Yet, entrepreneurial ventures migration (transience) – both inflow and outflow of new firms in the region – may substantially affect the amount and quality of entrepreneurial capital and the likelihood that the region will capture the full economic benefits of local entrepreneurial activity. In this sense, business transience should be of serious concern for regional policy makers, perhaps more so than business failure per se. Unlike failed entrepreneurs that might start yet another business locally, transient entrepreneurs take local resources with them when migrating to other regions. In that, transient entrepreneurship generates problems similar to “brain drain.” Also, since transience may involve successful ventures, the region is deprived of the employment and income stream generated by these locally grown businesses. Attracting businesses from other locations, in contrast, may substantially improve economic situation in the region.
This study takes a population ecology perspective to uncover the influence that social venture cr... more This study takes a population ecology perspective to uncover the influence that social venture creation exerts on commercial venture creation. Data from 88 Ohio counties during 2003-2007 uncovered a negative relationship suggesting that social ventures compete for resources with commercial ventures at the time of founding. Additionally, we found that government spending and income levels in the county affected not only the creation rates in each population, but also the inter-population dynamics. Specifically, lower income levels lowered commercial start-up rates while also exacerbating the competitive relationship between social and commercial ventures. Low levels of government spending were also found to suppress commercial start-up rates.
With a greater number of B2B firms integrating customers into the new product development (NPD) p... more With a greater number of B2B firms integrating customers into the new product development (NPD) process, how to utilize customer involvement in NPD is an important decision because it may be a doubleedged sword carrying both bright and dark sides. Utilizing a sample of 193 B2B firms across various industries, we validate previous research that suggests market orientation positively influences NPD performance and subsequently examine how this relationship may either be enhanced or diminished contingent upon how customers are utilized in the NPD process. The results show that the market orientation-NPD performance relationship is enhanced by having customers participate in a greater number of activities throughout NPD (customer participation breadth) and diminished when customers are involved at deeper levels (customer participation depth). This research suggests that the exact involvement of customers is a critical decision and has clear implications for the dialogues about customer involvement and management of customer relationships.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2017
Extant research suggests that open innovation may be a double-edged sword. On the positive side, ... more Extant research suggests that open innovation may be a double-edged sword. On the positive side, it may help enhance new product development (NPD) efforts by bringing in required knowledge and resources. Conversely, it may increase a firm's dependence on customer input for the NPD process. We suggest that breadth versus depth of customer participation may be the key to enhancing a firm's learning efforts and in turn, NPD performance. In this study, we predict and find that market orientation positively influences a firm's absorptive capacity including the ability to acquire, transform, assimilate, and exploit external knowledge for commercial ends. We find that the influence of market orientation on absorptive capacity may either be enhanced by having customers participate in a greater number of activities throughout the development process (customer participation breadth) or diminished when customers are involved at deeper levels (customer participation depth). As we report that a firm's absorptive capacity capability is positively related to NPD performance and mediates the relationship between market orientation and NPD performance, the results suggest that there is both a bright side and dark side of customers participating in NPD activities and the exact involvement of customers is a critical decision. This has clear implications for the dialogues about customer involvement in industrial settings and management of industrial customer relationships.
ABSTRACT Local economies benefit from entrepreneurial activity in many ways from new job creation... more ABSTRACT Local economies benefit from entrepreneurial activity in many ways from new job creation to economic growth to innovation as well as poverty alleviation. Accordingly, attraction, support and retention of entrepreneurial talent are arguably of strategic concern for the region’s well-being. Rates of new venture formation and failure are important determinants of the entrepreneurial landscape. Yet, entrepreneurial ventures migration (transience) – both inflow and outflow of new firms in the region – may substantially affect the amount and quality of entrepreneurial capital and the likelihood that the region will capture the full economic benefits of local entrepreneurial activity. In this sense, business transience should be of serious concern for regional policy makers, perhaps more so than business failure per se. Unlike failed entrepreneurs that might start yet another business locally, transient entrepreneurs take local resources with them when migrating to other regions. In that, transient entrepreneurship generates problems similar to “brain drain.” Also, since transience may involve successful ventures, the region is deprived of the employment and income stream generated by these locally grown businesses. Attracting businesses from other locations, in contrast, may substantially improve economic situation in the region.
This study takes a population ecology perspective to uncover the influence that social venture cr... more This study takes a population ecology perspective to uncover the influence that social venture creation exerts on commercial venture creation. Data from 88 Ohio counties during 2003-2007 uncovered a negative relationship suggesting that social ventures compete for resources with commercial ventures at the time of founding. Additionally, we found that government spending and income levels in the county affected not only the creation rates in each population, but also the inter-population dynamics. Specifically, lower income levels lowered commercial start-up rates while also exacerbating the competitive relationship between social and commercial ventures. Low levels of government spending were also found to suppress commercial start-up rates.
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Papers by Sergey Anokhin