Customer participation in new product development and the impact of remote work
Michael Obal,
Wesley Friske,
Todd Morgan
Abstract:Purpose
The COVID-19 pandemic has presented small-to-medium size enterprises (SMEs) with a massive and unexpected challenge that has caused many to adjust their operational standards. Perhaps the biggest change has been the shift to remote work and away from traditional office spaces. Thus, this study aims to explore the implications of this shift within the context of customer participation in the new product development (NPD) process.
Design/methodology/approach
Our study surveys 218 small-to-medium size b… Show more
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