Publikationstyp: Konferenz: Paper
Art der Begutachtung: Peer review (Abstract)
Titel: Customer acceptance tests and new product success : an application of QCA in innovation research
Autor/-in: Hein, Daniel
Ivens, Björn
Müller, Steffen
Tagungsband: Collaboration in research
Angaben zur Konferenz: 44th Conference of the European Marketing Academy, Leuven, Belgium, 26-29 May 2015
Erscheinungsdatum: 2015
Verlag / Hrsg. Institution: European Marketing Academy
ISBN: 978-90-823-8330-0
Sprache: Englisch
Schlagwörter: Innovation; QCA; Stage gate; Methodology
Fachgebiet (DDC): 658.8: Marketingmanagement
Zusammenfassung: 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.
Volltext Version: Publizierte Version
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag
Departement: School of Management and Law
Organisationseinheit: Institut für Marketing Management (IMM)
Enthalten in den Sammlungen:Publikationen School of Management and Law

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