Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Customer acceptance tests and new product success : an application of QCA in innovation research
Authors: Hein, Daniel
Ivens, Björn
Müller, Steffen
Proceedings: Collaboration in research
Conference details: 44th Conference of the European Marketing Academy, Leuven, Belgium, 26-29 May 2015
Issue Date: 2015
Publisher / Ed. Institution: European Marketing Academy
ISBN: 978-90-823-8330-0
Language: English
Subjects: Innovation; QCA; Stage gate; Methodology
Subject (DDC): 658.8: Marketing management
Abstract: We test the connection between Customer Acceptance Tests (CATs) and New Product Success (NPS) for the first time using Qualitative Comparative Analysis based on data from a European tool manufacturer. We link results from 41 CATs conducted between 2009 and 2013 to NPS as rated by Product Managers and show that (1) an overall product evaluation of seven on a scale from one to ten is a necessary condition for NPS, that (2) tool features related to durability, performance, design & comfort and weight are a necessary condition for a superior overall product evaluation and that (3) product advantage vs. competition is a necessary condition for NPS. Our results support Product Managers how to assess results of future CATs and help them to determine what a good or bad customer feedback is.
URI: https://digitalcollection.zhaw.ch/handle/11475/13163
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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