Critical analysis of Callahan & Lasry (2004) Callahan, John and Eytan Lasry (2004) “The Importance of Customer Input in the Development of Very New Products,”

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Presentation transcript:

Critical analysis of Callahan & Lasry (2004) Callahan, John and Eytan Lasry (2004) “The Importance of Customer Input in the Development of Very New Products,” R&D Management, 34(2), March, 107 ‐ 120. Mahmoud Hassan TTMG Summer 2015 Technology Innovation Management The Date (May 28 th, 2015)

The DateYour Slide 2 Description Area of study : - This research explores the acquisition of customer input and its importance in the development of very new products. Unit of analysis : A computer telephony new product development project. Research methods : - Data were gathered on 55 product development projects. - Used to test hypothesis concerning the relationship between product newness, the importance of customer input in the development process, and the use of customer intensive market research methods. Research results : - For importance of customer input :  Increases with market newness of a product up to a point and then drop off For every new product.  Significantly increases the use of customer intensive market research methods.

The DateYour Slide 3 Critical analysis The contribution of the paper to our course: - How you can formulate a set of hypothesis based on the review. - How you can outline the research design, including data gathering and the measurement of research variables. - How you can presenting the research results, summarize your findings. Value of contribution: - For innovation, develop a framework for bridging and judgment on effects. - Approach for product newness. Strengths: - General phases and activities in cases studies - The empirical evidences and statistical analysis. Weaknesses: May not succeed with new data and time. Arguments: - Many statistical support / tests to support the relationship between Customer Input, Method intensity and product newness.

The DateYour Slide 4 Synthesis These studies search - Focused on Technology management and innovation performance. - Research literatures provides guidance to managers. Research Methods - Deductive  Theory -> Hypothesis -> Observation -> Confirmation - Descriptive Statistics Analysis & Statistical Methods - Common methods to collect data - Hypothesis tests: Linear relationship, quadratic regression and correlation analysis

The DateYour Slide 5 Extension Areas for future research: - Ensures customer satisfaction for every new product. - Potential customers and product newness. - Customer relationship management. Building on this paper: - Take into account the quick change in market newness and overall newness. - What is the importance of customer input for every new product with different income and ages? - What are the effects on customers for using new products technology?