| 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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Hein, D., Ivens, B., & Müller, S. (2015). Customer acceptance tests and new product success : an application of QCA in innovation research. Collaboration in Research.
Hein, D., Ivens, B. and Müller, S. (2015) ‘Customer acceptance tests and new product success : an application of QCA in innovation research’, in Collaboration in research. European Marketing Academy.
D. Hein, B. Ivens, and S. Müller, “Customer acceptance tests and new product success : an application of QCA in innovation research,” in Collaboration in research, 2015.
HEIN, Daniel, Björn IVENS und Steffen MÜLLER, 2015. Customer acceptance tests and new product success : an application of QCA in innovation research. In: Collaboration in research. Conference paper. European Marketing Academy. 2015. ISBN 978-90-823-8330-0
Hein, Daniel, Björn Ivens, and Steffen Müller. 2015. “Customer Acceptance Tests and New Product Success : An Application of QCA in Innovation Research.” Conference paper. In Collaboration in Research. European Marketing Academy.
Hein, Daniel, et al. “Customer Acceptance Tests and New Product Success : An Application of QCA in Innovation Research.” Collaboration in Research, European Marketing Academy, 2015.
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