Dr. Carbonell - Abstract
Date: Friday November 9, 2012
Speaker: Dr. Pilar Carbonell
Topics: Barriers to team learning via customer involvement in new service development: The roles of past team experience, technological turbulence and lead users
Involving customers in new service development is considered to be an important method for learning with customers and a key driver of new service success. However, despite its recent popularity and benefits, customer involvement is not a panacea for creating successful new services. For one thing, involving customers in new service development does not guarantee that the team will make use of the information provided by the customers. For another, technological turbulence may reduce the benefits of customer involvement. Against this backdrop, this paper examines the negative moderating effects of team experience and technological turbulence on the antecedents and consequences of team learning in customer involvement projects. Moreover, we explore the role that lead users play in mitigating the negative effects of team experience and technological turbulence.